Pukka is set to unveil a new and exciting range of grab-and-go parcels, drawing inspiration from iconic flavors worldwide. This initiative marks what the company claims will be its most significant launch to date.
With the aim of infusing “innovative, full-on flavour” into the often-overlooked savory pastry category, the Pukka team embarked on a global culinary journey. Their travels took them to Jamaica, Mexico, and India, where they uncovered vibrant and rich flavors, leveraging their culinary expertise to introduce these tastes to Britons.
The lineup, consisting of three distinct World Flavours Parcels—Jamaican Jerk Chicken, Mexican Beef, and Indian Spiced Vegetable—has been meticulously crafted to enhance category growth. These parcels offer the convenience of handheld savory pastry products. Pukka differentiates itself by prioritizing bold flavors, complemented by vibrant, eye-catching packaging.
To transport you to a Caribbean beach paradise, the Jamaican Jerk Chicken Parcel features a spicy jerk sauce, topped with a stunning blend of habanero, star anise, turmeric, and allspice, ensuring an authentic and rich flavor experience. This Parcel also includes succulent seasoned jerk chicken, sweet potato, and black turtle beans.
Next is Pukka’s Mexican Beef Parcel, seasoned with chipotle chili, smoked paprika, and subtle hints of cumin. This Parcel contains minced beef, kidney beans, peppers, and sweetcorn, all enveloped in Pukka’s signature puff pastry, which is dusted with a flavorful mix of cumin, smoked paprika, chipotle chili, black pepper, and a touch of ground clove.
Rounding out the new lineup is Pukka’s Indian Spiced Vegetable Parcel. It features an alluring mix of garam masala, coriander, and cumin, combined with spiced potato, peas, cauliflower, and spinach. This Parcel captures the essence of South Asian street food, enhanced by a sprinkle of Nigella seeds, fenugreek, cumin, coriander, and a hint of turmeric.
Isaac Fisher, CEO of Pukka, emphasizes the importance of celebrating diverse cultures within their product offerings. This launch of Pukka ‘World Flavours’ grab-and-go parcels is a testament to this commitment. He stated, “When developing the products, our top priority was coming up with something that tasted great and felt authentic.”
He added, “That’s why we travelled the world, visiting Jamaica, Mexico, and India, to bring a taste of these iconic culinary destinations to the UK, of course adding our signature Pukka stamp along the way – and we are excited to see the range come to life.” Fisher also notes, “This launch will shake-up the category, adding vibrancy and great taste. Shoppers typically perceive handheld savory pastries as a convenient way to refuel, but we’ve identified a gap in the market to bring fun and full-on flavor back to the category with our World Flavours Parcels.”
Pukka boasts a strong track record of introducing bold flavor combinations, with recent innovations including Pepperoni Pizza, Doner Kebab, and All Day Breakfast. Notably, over the past year, Pukka’s new product development (NPD) has contributed an impressive £4.5 million to the category and the brand.
Fisher elaborated, “We’re constantly looking for ways to revolutionise and redefine the category and, given that everything we do is rooted in full-on flavour, consumers trust us and have given us permission to explore the flavors that the world has to offer.”
He concluded, “From the fiery feasts of Mexico to the colourful creations of the Caribbean, we’re celebrating real people, real food, and real lives in a distinctively Pukka way. This new range not only invites a younger audience to explore savory pastries, but also makes these exciting flavors accessible to our loyal fans who may not have tried them before.”
This launch closely follows Pukka’s announcement of an ambitious five-year plan aimed at supercharging growth and establishing the brand as the leader in the total savory pastries category. Pukka entered the handheld product segment in 2021 and has since seen its sausage rolls and slices grow four times faster than the overall category. The introduction of Pukka’s World Flavours range is a crucial step towards achieving this goal.