Available from 3 February through chilled distribution only, the range includes three flavours: ‘chickalito’, ‘light as feta’, and ‘kooky chook’.
Containing less than 440 calories each, ‘Chickalito’ contains free-range British chicken and dry cured ham, while ‘light as feta’ includes butternut squash, feta and sun-dried tomato. Finally, ’kooky chook’ features free-range British chicken, sweet potato, coconut and chilli.
In a statement, Jon Simon, managing director, said the pies took “months of research and development”.
“We are very excited about the launch of our new pies. It’s the best and most ambitious development of our range since we started,” he said.
According to the company’s quantitative research in 2013, 76% of customers would be interested in buying a healthier pie, and 54% said they would buy more pies if healthier options were available.
Promotional materials are also available for retailers, including a “50p off” offer.
Elsewhere, Pieminister has been supporting charity ‘Send a Cow’. According to Simon, the company has funded the kick-starting of over 40 farms in Africa by donating money from the pies consumers have bought towards the charity.