• Nation’s favourite hot pie brand[1] unveils new recyclable packaging without plastic window to save 11.4 tonnes of plastic annually
  • New orange packaging will create even greater standout on shelf
  • Refresh is backed by recipe improvements to cement Pukka’s position as the people’s pie

Pukka, the nation’s favourite hot pie brand, is unveiling brand-new recyclable packaging as the family-owned bakery gears up to get pies back into people’s weekly repertoire of meals.

Rolling out now across its chilled single and sharing portfolio, Pukka’s new fully recyclable packs are made from Forest Stewardship Council-certified cardboard and the “modern, plastic-free design will create an orange beacon on shelf that people are familiar with,” explains Pukka’s Head of Marketing, Rachel Cranston. Removing the plastic window saves 11.4 tonnes of plastic annually which “marks an important step towards achieving even greater sustainability across our bakery, which is the right thing to do,” continues Cranston.

The new look comes as the Hot Pie category is worth £244 million across total retail outlets. Pukka accounts for £36 million of these sales and is the runaway number one brand in and out of home, currently growing by +18% value.

The Hot Pie category is in growth of +2.7% and Pukka are the fastest growing brand adding +£4.4m to the category. Pukka pies are front of mind with 96 per cent aided awareness[2], and the makeover will “ensure Pukka maintains the top position,” says Cranston. “Our own research shows that the new look will attract even more shoppers to the Hot Pies fixture in-store3 and we’ve included a ‘coming soon’ teaser on packs to let people know the change is coming.”

The refresh will be backed by a raft of recipe improvements highlighted on front of pack, to ensure Pukka continues to be the nation’s favourite hot pie. The first to be unveiled are All Steak – now made and baked with 100 per cent beef brisket – and Minced Beef & Onion, now filled with more onions and a darker, richer gravy.

“We’ve been making and baking pies for over 55 years and continuously analyse customer feedback to give the people of Britain what they want,” says Cranston. “Pies continue to be a British mealtime favourite[3] and we’re confident shoppers will enjoy tucking into our new and improved recipes.”

“Coinciding with the recipe improvements is the second wave of our biggest ever award-winning multichannel campaign – The People’s Pie – which will be activated at the beginning of February across TV, digital, retail, food service, social and PR to reach mainstream shoppers nationwide,” continues Cranston. “The creative celebrates the different ways that real people enjoy Pukka – be it at home, from the chippy or out and about – and reminds everyone that pies are the perfect everyday meal.”

Pukka’s new packaging will roll into retailers nationwide throughout January 2020.

[1] All figures IRI 52 w/e 06/10/2019 unless otherwise stated

[2] Kantar Millward Brown 17/11/2019

[3] Pukka commissioned research 2019

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