Pukka has unveiled a complete visual refresh, replacing its familiar orange packaging with bold colours linked to individual recipes.
The brand’s distinctive logo remains highly visible, while the updated packs are intended to help shoppers identify and select their favourite pie more quickly. Pukka’s recognisable spectrum of coloured foils now plays a central role in the design.
Six years ago, Pukka introduced its all-orange boxes, creating a major shift in the pie aisle and supporting the brand’s move towards more sustainable food and drink packaging by removing plastic windows. That redesign helped fuel substantial growth. Retail sales have since risen from £62m to £82.5m, representing a 33% increase, while the brand has broadened its customer base and expanded distribution. Pukka is now drawing on its scale and category leadership to create further momentum, reflecting wider food and beverage industry trends around distinctive branding and packaging innovation.
The new format combines an enlarged Pukka logo with a prominent, appetite-led image of the brand’s signature pie. Each recipe is presented in a clearly defined colour, matching the shades consumers already associate with Pukka’s distinctive foil wrappers.
Isaac Fisher, chief executive, Pukka, said: “This is a landmark moment for Pukka. Six years ago, we transformed the pie aisle with our orange packaging and built one of the most distinctive brand blocks in the category. Now, we’re ready to drive it forward again with a completely new design that brings even more confidence, colour and impact to the fixture, proudly reflecting our status as one of the category’s most recognisable brands.
“We’ve put these recipe colours at the heart of the design so they can find their favourites at a glance – much like they would navigate the crisp aisle.”
Pukka will also add an individual QR code to every recipe, supporting the brand’s ongoing food and drink marketing and digital engagement activity.