Pukka has launched its first-ever meal deal, offering shoppers two chilled pies and two exclusive sides for £5.

Rolled out in Tesco stores, the strategic promotion aims to drive cross-category trial and capture consumer demand during the peak pie-eating season.

Why Pukka moved to the Meal Deal

The initiative responds directly to seasonal shifts in consumer appetite and current economic pressures. As temperatures drop, shopper demand pivots toward hearty, comforting meals that deliver on both taste and value.

Addressing household financial constraints, CEO Isaac Fisher explains: “We know household budgets are under pressure, so giving shoppers more ways to enjoy great-tasting food at an equally great price is more important than ever.”

Fisher adds: “And the timing couldn’t be better. As the colder months roll around, we move away from lighter bites in favour of hearty meals like pies. Whether that’s recreating date night for two at home for £5, feeding a family of four for £10, or covering two midweek meals for one that are easy to prep after a long day at work – we’re giving shoppers more ways to enjoy their favourite comfort foods for less.”

Additionally, the promotion encourages cross-category trial, allowing shoppers to mix and match items to create flexible meal combinations for a fraction of the standard price.

Product offerings and market differentiation

With the lineup, shoppers can choose from ten chilled Pukka favourites — including classic recipes and the newly introduced Lamb Pea & Mint Pie — paired with seven exclusive Pukka-branded side dishes supplied by Mash Direct.

 Commenting on the collaboration, Fisher notes: “Great pies deserve great sides so collaborating with Mash Direct made perfect sense. We’re both family businesses at heart and we understand the importance of bringing people together over great-tasting food made from quality ingredients. We’re proud to be working together to help shoppers enjoy their favourite comfort foods without the hassle of cooking from scratch, all at a great price.”

The launch is anchored in Tesco stores via a fully branded chilled bay complete with category blockers, shelf stripping, and a dedicated Pukka header board to maximise fixture visibility.

Redesigned packaging features clearer cooking instructions, with both pies and the majority of sides optimised for air-fryer preparation to appeal to time-poor, cost-conscious consumers.