Pukka, a disruptive force in the savoury pastry category, has unveiled two new “full-on flavour” recipes that promise to revolutionize meal occasions. With the aim of appealing to both new and existing shoppers, Pukka is confident that these launches will introduce exciting options to the brand and the category.
The eagerly anticipated All Day Breakfast Slice from Pukka is set to hit supermarket shelves in September. Alongside the popular Steak Slice and Pepperoni Pizza Slice, this latest addition features a delectable combination of baked beans, sausage, smoked bacon, and mushrooms encased in a golden puff pastry. Pukka’s new Chicken Pasty, made with roast chicken, potato, swede, onion, and gravy, also offers a tantalizing twist on the traditional pasty.
The introduction of these new products follows the outstanding success of Pukka’s broader portfolio, including their Slices, Sausage Rolls, and Pasty. In just two years, the range has already achieved an impressive value of £15m.
Isaac Fisher, Pukka’s managing director, reflects on the brand’s initial foray into the on-the-go Savoury Pastry range in 2021, which showcased a unique selection of taste-led products. He credits the nation’s ongoing support for the incredible response, contributing £5m worth of incremental value sales to the category.
Recognizing the nation’s craving for savory pastries, Pukka continues to drive growth and bring distinctiveness to the wider category. Its success has elevated Pukka to the position of the second-bestselling slices brand in retail, as confirmed by Kantar.
Fisher expresses Pukka’s commitment to pushing the category forward through continued innovation, exemplified by the introduction of the All Day Breakfast Slice. This launch presents an opportunity for shoppers to enjoy Pukka’s delectable offerings at any time, whether it be breakfast, lunch, dinner, or a snack in between.
With 67% of shoppers expressing interest in this new slice flavor, retailers stocking up on the All Day Breakfast Slice will unlock an unprecedented opportunity to attract new shoppers to the Savoury Pastry aisle throughout the day. Fisher confidently declares that this product is bound to be a winner.
In addition, Pukka is pleased to announce the introduction of their Chicken Pasty. Traditionally, pasties have been associated with beef, but Pukka aims to cater to all preferences and expand their customer base with this innovative chicken version. The recipe has already garnered significant interest, with 81% of shoppers expressing their enthusiasm for the new full-on flavor Pukka Chicken Pasty.
Both launches are now available in major retailers with a recommended retail price of £1.75.
The release of these new products comes as Pukka continues to dominate the market, with impressive year-on-year sales growth of +23%, outpacing the overall category. Pukka’s retail sales value surpasses £70 million, cementing its position as a force to be reckoned with in the industry.