Pukka celebrates pie eating season with fusion flavour trio
Pukka is kicking off pie-eating season with three new full-on flavour recipes aiming to propel further growth for savoury pastries.
The brand, which according to IRI data is already contributing over £13 million worth of growth, says it is spicing up pie fixtures nationwide with its latest disruptive limited edition flavour – Doner Kebab Pie. The launch follows closely in the footsteps of Pukka’s popular duo of takeaway-inspired limited editions – Pepperoni Pizza Pie and Chip Shop Chicken Curry Pie – bringing another of Britain’s takeaways to Pukka.
Also joining its individual pie portfolio is a brand-new Cheese & Bacon Pie. And continuing the launches, Pukka is expanding its ‘Just For Two’ sharing range, with a Chicken & Chorizo Just For Two recipe.
The brand says it has carefully curated this selection of recipes to pique the interest of a range of consumers – and drive high levels of incremental sales for retailers in the process.
Pukka’s managing director, Isaac Fisher notes the attraction of the brand when he says the portfolio is already well-loved by consumers up and down the country in and out of home.
“But we’re constantly looking for ways to step that up, innovate and ramp up sales – particularly at this time of year when even more people are set to tuck into pies as the weather cools and nights draw in,” he says. “There are 67 million people in the UK, all with different palates, and our mission is to drive excitement with great tasting new recipes so that there is a Pukka for everyone. And at the same time, we’ve identified an opportunity to drive a higher frequency of purchase amongst existing Pukka fans by providing even more flavours that we know they’ll love.
He sees the the Doner Kebab recipe as a perfect example.
“Not only are we targeting pie lovers who like a little bit of spice, but we’re shaking-up the pie fixture with something unique, by stepping away from pie-filling classics with a distinctive takeaway-inspired fusion flavour that’s sure to get mouths watering,” Fisher adds.
Pukka’s Doner Kebab Pie is yet another example of how the brand is disrupting the category with innovative recipes which pay homage to it being popular with consumers in and out of home, through bringing the nation’s favourite takeaways to Pukka.
Fisher continues: “Last year, we launched Pepperoni Pizza and Chip Shop Chicken Curry pies, bringing Britain’s best-loved takeaways to pie fixtures with our distinctively Pukka twist. Doner Kebab marks the latest addition to this, and we know shoppers are going to love it – particularly because consumer testing confirmed that the pie appeals to two thirds (67%) of 18-26 year olds (VYPR Sentiment Steer).
“Beyond this, we’re wrapping a popular, great tasting flavour combination – Cheese & Bacon – in 144 layers of our golden signature puff pastry, giving it our distinctively Pukka spin. As a brand for the people, we listened to our loyal customers, who make up 80% of our audience, and delivered a flavour they’ve been crying out for, for some time. This is sure to be a new classic from Pukka.
“Not only will the recipe drive a higher frequency of purchase amongst our core buyers, but we also expect it to be a segue to the pie fixture for a slightly younger shopper base. And the best news? It already appeals to 71% of shoppers (VYPR Sentiment Steer).