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Pukka, the nation’s number one in chilled pies[1], is reeling in new, younger shoppers by bringing even more flavour to Chilled Pies as it expands its bestselling line-up with the launch of a NEW limited-edition Chip Shop Chicken Curry pie.

Landing on supermarket shelves from the end of February, the new launch is part of Pukka’s vision to stop shoppers in their tracks by bringing fun, innovative flavour profiles to the pie fixture. The standout new flavour joins Pukka’s first-to-market Pepperoni Pizza pie which launched in November in a bid to tempt younger shoppers and families to tuck into the category.

Blending two of the best-loved dishes from the Great British Chippy – The People’s Pie and curry sauce – Pukka’s Chip Shop Chicken Curry pie is packed with tender pieces of chicken in an extra-tasty chip shop curry sauce, all wrapped up in Pukka’s signature flaky puff pastry. It’s a celebration of the nation’s love for the chippy, from the flavour through to the fully-recyclable packaging – which features the iconic chippy counter and is sure to stand out on shelf.

“With 60 years of making and baking the nation’s favourite pies under our belt, it’s fair to say we’ve mastered the shopper-favourite classic pie combinations,” says Isaac Fisher, Managing Director at Pukka. “But to continue driving category growth, we’re adding excitement to pie fixtures with new, modern flavours which are set to bring in younger shoppers and get pies onto even more plates – and our Chip Shop Chicken Curry pie is no exception.

“With this latest recipe, we’re celebrating our chippy roots, whilst playing on the fact that we’re a nation of fish & chip lovers, to help our retail customers take an even bigger bite out of the category.

“And we already know it’s a winner. We’ve used the knowhow of chip shop industry experts to make sure our Chip Shop Chicken Curry pie does them justice by delivering the ‘full on flavour’ we’re known and loved for – and our consumers agree we’ve done exactly that. It’s a recipe which appeals to over two thirds of pie-eaters, while almost three quarters (71%) of our loyal shopper base have said they’d be likely to buy it[2].“The best bit? It’s landing just in time for British Pie Week, when appetite for pies (and Pukka) is through the roof, so there’s never been a better time for retailers to refresh their pie fixtures with NPD that’s sure to be a hit with a new generation of pie lovers.” 

Pukka’s latest launch will be unmissable ahead of, throughout and beyond British Pie Week (6th-12th March) with activity across PR shopper, influencer marketing and social media. Pukka will also be live on the nation’s TV screens until April with its iconic ‘The People’s Pie’ campaign which puts its bestselling, full on flavour line-up front and centre – bringing brand visibility to an all-time high.

Pukka’s NEW limited-edition Chip Shop Chicken Curry pie (RRP: £2.00) will be available in Asda from 23rd February before rolling out more widely across multiple retail, as well as in convenience and wholesale.

[1] IRI GB : Chilled Pie Brands 52wk Value data to 25.12.22

[2] VYPR Consumer Steer Sept 2022

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