Following a recent burst of innovation, the nation’s favourite hot pie brand[1] adds a Chicken & Bacon variant to its successful individual pie portfolio. 

Pukka, the nation’s favourite hot pie brand[2], is expanding its bestselling range of pies to offer shoppers a brand-new Chicken & Bacon recipe, featuring a combination of classic ingredients.

Hitting shelves from 15th March as a new addition to its chilled individual pie portfolio, the new Chicken & Bacon pie pairs tender pieces of chicken breast with smoked diced bacon in a creamy sauce, encased in 144 layers of Pukka’s signature golden puff pastry. The launch will be highlighted with a ‘new recipe’ flash on the front of Pukka’s fully-recyclable orange packaging to entice shoppers.

The tasty recipe comes hot on the heels of British Pie Week (1st – 7th March) and follows the brand’s award-winning[3] multichannel campaign – ‘The People’s Pie’ – returning to TV screens from the 3rd March for three weeks, supported across digital, retail, foodservice, social and PR.

Rachel Cranston, Head of Marketing and Innovation at Pukka explains: “As The People’s Pie, we’ve been feeding the nation for nearly 60 years and continue to innovate to give the people of Britain what they want. The hot pie category is currently worth £263.5 million[4], with Pukka being the leading brand driving the category forward and accounting for £45 million of these sales[5], and our brand-new recipe is part of our ongoing mission to put more pies on more plates more often, ensuring that there truly is a Pukka for everyone.

“Chicken & Bacon is a popular flavour combination in the UK and is one of the top 10 pie recipes[6]. When you couple this with the fact that ‘Creamy Chicken & Bacon’ came out top in our independent consumer research[7], our new pie is sure to become a firm favourite – particularly amongst younger shoppers.

“Furthermore, Chicken & Bacon has a strong rate of sale[8] in the hot pie category. It’s a must-stock recipe, and retailers can feel confident that our Chicken & Bacon pie with its distinctive Pukka taste paired with delicious smoked bacon, will result in more shoppers through the door, and ultimately, incremental sales.”

As well as its strong sales success, Pukka has gained recognition for its innovative raft of new pies, including scooping a prestigious Grocer New Product Award for the popular Vegetarian Cheese, Leek & Potato pie[9], as well as earning the Brand of the Year accolade at The Grocer Gold Awards.

Pukka’s Chicken & Bacon pie launches into Morrisons from 15th March (RRP £1.89, 213g) and will continue to roll-out into ASDA and other supermarkets nationwide throughout the rest of the year.

[1]   IRI 52 w/e 27.12.20

[2]  IRI 52 w/e 27.12.20

[3] The Grocer Top Campaign 2019: Meat Snacks category

[4] IRI 52 w/e 27.12.20

[5] IRI 52 w/e 27.12.20

[6] BBC Good Food

[7] Vypr Research commissioned by Pukka

[8] IRI

[9] The Grocer New Product Awards 2019

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