Dickinson & Morris has relaunched its Melton Mowbray Pork Pies with an “improved” recipe and a new look.
The Samworth Brothers-owned business said the new recipe, flavour and packaging would “help capture an even larger slice of the market”.
The packaging features a new, “modernised” logo, and recyclable cartons have replaced the plastic trays on its 2-Snack Pork Pies and 6 Mini Pork Pies (pictured right) packs.
“We’ve revamped our pork pies with an improved traditional recipe, including chunkier prime cuts of British Pork encased in a richer, crisper pastry, making for a taste and eating experience that is over and above all other,” said Stephen Hallam, managing director of Dickinson & Morris.
“Our aim is to appeal to a new wave of customers, while not forgetting our loyal Melton Mowbray pork pie connoisseurs. That’s why we’ve reinvigorated the brand, but listened to our customers to ensure we are still clearly identifiable on the shelf.”
The pies, which won ‘Best Melton Mowbray Pork Pie’ at the British Pork Pie Awards 2019, are made with 100% uncured British pork with a special blend of seasonings in a hot water crust pastry. They are available at Sainsbury’s, Waitrose, Co-Op, Morrisons and Ye Olde Pork Pie Shoppe, as well as on Ocado.