Holland’s Pies has partnered with cheesemaker Wyke Farms for the first time to launch a deep-fill mature Cheddar cheese & onion pie.
The pre-baked, frozen pies have rolled out to more than 400 Asda stores nationwide from this week and are also listed in Farmfoods and Heron stores. They can be microwaved or oven-baked.
Available in a twin-pack initially (rsp: £2.25), they are due to be launched in a single-pie format next year.
“We wanted to create a new pie offering something unique and different to the category, and this collaboration with Wyke Farms does just that,” said Holland’s Pies managing director Nigel Church.
“Not only are we offering consumers a quality pie, we are pairing that with the distinct flavour of Wyke Farms award-winning mature Cheddar cheese.”
Richard Clothier, managing director of family-run business Wyke Farms, said his grandmother used to make cheese pies for the family and would have been excited to see the new pie in the shops.
The Clothier family have been making cheddar in Somerset since 1861, and the Wyke Farms brand is now the fourth largest in the Cheddar category, with retail sales of more than £60m.
The launch will be supported by social media to drive sales, with a marketing and communications campaign to follow over the winter.