Pukka is launching three new full-flavored pie recipes in order to boost growth for savory pastries. The brand, which already contributes over £13 million worth of growth, is introducing its latest disruptive limited edition flavor – Doner Kebab Pie. This follows the success of Pukka’s previously released limited editions, Pepperoni Pizza Pie and Chip Shop Chicken Curry Pie, which brought popular takeaways to the Pukka lineup.
In addition, Pukka is expanding its individual pie portfolio with a Cheese & Bacon Pie, and is also launching a Chicken & Chorizo Just For Two recipe to its sharing range. The brand has carefully selected these recipes to appeal to a wide range of consumers and drive incremental sales for retailers.
Isaac Fisher, the Managing Director of Pukka, recognizes the brand’s appeal and aims to further innovate and increase sales. With the colder weather and longer nights, more people are expected to indulge in pies, making it the perfect time for Pukka to introduce new flavors. Fisher emphasizes the brand’s mission to provide a Pukka for everyone, catering to the diverse palates of the UK’s 67 million individuals, while also aiming to increase the frequency of purchase among existing Pukka fans.
One standout recipe is the Doner Kebab Pie, which targets pie enthusiasts who enjoy a little spiciness. Fisher believes this unique fusion flavor will shake-up the pie fixture and excite consumers. The Doner Kebab Pie is another example of how Pukka disrupts the category by bringing popular takeaways to the pie market.
Fisher reflects on Pukka’s successful introduction of Pepperoni Pizza and Chip Shop Chicken Curry pies last year, which added a distinctive Pukka twist to Britain’s beloved takeaways. The Doner Kebab Pie continues this trend and is expected to resonate with the younger demographic, with consumer testing confirming its appeal to two thirds of 18-26 year olds.
While pushing boundaries, Pukka also meets consumer demands. The brand has responded to its loyal customers, who make up 80% of its audience, by introducing the long-awaited Cheese & Bacon Pie. Wrapped in 144 layers of Pukka’s golden signature puff pastry, this combination promises to become a new classic.
Fisher anticipates that the Cheese & Bacon Pie will not only increase the frequency of purchase among core buyers, but also attract a slightly younger shopper base. Consumer sentiment testing indicates that it already appeals to 71% of shoppers.
In conclusion, Pukka’s latest pie offerings are set to drive growth by catering to various taste preferences and engaging different consumer segments. The brand’s commitment to innovation and listening to customer feedback ensures the introduction of exciting and popular flavors. With these new recipes and continued disruption of the pie market, Pukka remains a well-loved and enticing choice for consumers both in and out of home.
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