Each merchandise incorporate the identical, widespread full-on flavour recipes, topped with 144 layers of Pukka’s golden flaky puff pastry, however in an even bigger format. And Pukka created these with flexibility in thoughts, permitting customers to get pleasure from them as they want, whether or not they’re shared between a bunch of 4 or cut up by a pair.
This larger pie format offers customers extra of the recipes they already know and love, unlocking new alternatives for folks to share a Pukka pie, together with as a part of household meals or dinners for 2. This can, in flip, broaden the attraction of the whole pie fixture, driving class gross sales within the course of.
“Launching trend-led NPD is in our DNA, however our traditional recipes are the nation’s favourites for a purpose. Actually, our All Steak and Hen & Mushroom particular person pies are the nation’s number one and quantity 2 favorite pies,” says Isaac Fisher, CEO at Pukka.
“So, when customers advised us that they needed to see their favorite Pukka recipes, however even larger, we listened by launching Pukka All Steak ‘The Large One’ and Pukka Hen & Mushroom ‘The Large One’. We wish to encourage the nation to get pleasure from these pies nonetheless they want – whether or not they’re placing them on the centre of a household meal, or sharing between two.”
In addition to responding to suggestions from its loyal buyers, Pukka has launched the vary in recognition of the general rising demand for bigger pie codecs – which aren’t solely outperforming the class, put have added +£8 million to the class – to draw new buyers to the model.
Fisher provides: “The demand is already there for this vary, and given we’re the pie model that all the time makes full-on flavour our primary precedence, customers belief us to ship on style and high quality each time.
“We’re additionally coming into the time of 12 months when much more persons are tucking into pies – with pie gross sales within the autumn and winter rising by a 3rd. Plus, we’re at the moment stay on TV with our Masterbrand ‘Pukka for the Folks’ promoting marketing campaign, that means model visibility is at an all-time excessive. Due to this fact, there actually isn’t any higher time to stock-up on our new vary.”
This launch comes as Pukka’s efficiency goes from power to power. Not solely has the model’s whole gross sales surpassed £70 million, however it holds a 21.1% share of the class – in comparison with 5% for the model in second place. Plus, over 1 / 4 (26.8%) of UK households buy Pukka merchandise.
Pukka has no plans on slowing this progress down, only recently asserting a brand new five-year technique to supercharge gross sales. This contains an ambition to grow to be the primary model in whole savoury pastries, which it set in movement final month by launching a brand new vary of World Flavours Parcels, which joined its present Slices and Sausage Rolls. ‘The Large One’ will even assist the model on this journey, by solidifying its place because the nation’s primary pie model.
Pukka’s ‘The Large One’ duo – together with All Steak and Hen & Mushroom – might be launching on Ocado on the twond October, earlier than touchdown on Morrisons cabinets from the 9th October, adopted by Tesco on the 11th November and ASDA on the 18th November (500g, RRP: £4). The vary will even be out there to comfort and wholesale retailers.
