Lancashire baker Holland’s Pies will remarket its food-to-go (FTG) hot counter range with new packaging.

Due to hit the shelves in Tesco and The Co-op’s north-west stores later this year, the packaging will be seen across seven frozen baked goods lines including Potato & Meat Pie and the award-winning Peppered Steak Pie and Guinness Steak Slice.

The new packs boast a number of updates, including the use of oven-proof printed film. The advanced film will replace the clear plastic and sticker combination on previous packs, allowing for branding, nutritional information and ingredients to be printed directly onto the pack.

This will save time for store teams previously using stickers to label goods, but will also mean the products can be heated from frozen within the pack, making them more convenient to prepare.

Bill Smith-Coats, sales and marketing director at Holland’s Pies, said: “FTG pastry is a £1bn market and our new FTG packaging solution allows this large number of consumers to enjoy Holland’s Pies on the go, baked fresh every day.

“This latest design has seen us invest in consumer insight, technology and design to increase convenience and visual appeal. We look forward to seeing it hit the shelves.”

In July Holland’s Pies teamed up with AB World Foods to launch a new on-pack promotion to celebrate the success of its Guinness range.