Pukka is excited to announce the launch of larger versions of its two bestselling chilled pies – All Steak and Chicken & Mushroom. This decision stems from the rising popularity of larger pie formats among consumers.
The new products retain the same full-on flavour recipes that customers have come to love, all encased in 144 layers of Pukka’s signature golden flaky puff pastry. Importantly, Pukka designed these larger pies with flexibility in mind, enabling consumers to enjoy them according to their preferences—whether shared among a group of four or split between a couple.
According to Pukka, this larger pie format allows consumers to enjoy even more of the recipes they cherish, creating new opportunities for sharing a Pukka pie. These pies can seamlessly fit into family meals or intimate dinners, thereby expanding the appeal of the entire pie category and driving sales growth.
“Launching trend-led NPD is in our DNA, but our classic recipes are the nation’s favorites for a reason. In fact, our All Steak and Chicken & Mushroom individual pies are the nation’s number 1 and number 2 favorite pies (source: 2 Circana; GB Supermarkets; 52we 04.08.2024),” states Isaac Fisher, CEO of Pukka.
Fisher continues, “When consumers expressed their desire for bigger versions of their favorite Pukka recipes, we listened. Thus, we proudly present Pukka All Steak ‘The Big One’ and Pukka Chicken & Mushroom ‘The Big One’. We want to empower consumers to enjoy these pies however they choose—be it as the centerpiece of a family meal or a shared dish for two.”
In addition to responding to feedback from loyal shoppers, Pukka recognized the increasing demand for larger pie formats. Not only are these formats outperforming the category, they have also contributed an additional +£8 million to the segment (source: Circana, Value Sales Growth, Total GB, 52we 01.09.2024). This strategy aims to attract new customers to the brand.
Fisher notes, “The demand is already there for this range. As the pie brand prioritizing full-on flavor, consumers trust us to consistently deliver exceptional taste and quality.”
He adds, “We’re entering the season when pie consumption typically rises; indeed, pie sales in the autumn and winter are growing by a third (Circana, Value Sales, GB Supermarkets, 52we 04.08.2024). Moreover, our ‘Pukka for the People’ Masterbrand campaign is currently airing on TV, boosting brand visibility to unprecedented levels. Therefore, there is no better time to stock up on our exciting new offerings.”
This launch occurs as Pukka’s performance continues to thrive. The brand has surpassed total sales of £70 million (Circana 52wk Chilled + Frozen Savoury Pastry Sales to 14.04.2024) and enjoys a commanding 21.1% market share—compared to just 5% for the runner-up. Furthermore, over a quarter (26.8%) of UK households purchase Pukka products.
Pukka has no intention of slowing down this momentum. Recently, the brand unveiled a new five-year strategy aimed at supercharging sales, with the goal of becoming the number one brand in total savoury pastries. This ambitious plan commenced last month with the launch of a new range of World Flavours Parcels, complementing existing offerings like Slices and Sausage Rolls. ‘The Big One’ will further solidify Pukka’s position as the nation’s favorite pie.
