Savoury pastry specialist Holland’s Pies is looking to grow its presence at UK retailers with a new frozen range of sausage rolls, bakes, wraps, and puddings.
Nine different products have been unveiled by the 170-year-old Lancashire-based brand. Tesco stores across the north west are stocking the majority of these items, while a selection have also been launched at Iceland and Farm Foods outlets nationwide, with Morrisons freezers to have them from October.
The new range, which can be baked and ready to eat straight from the oven or air fryer, comprises:
- Sausage Rolls: pork sausage seasoned with a hint of spices, wrapped in flaky puff pastry (four-pack)
- Steak Bakes: diced steak in a rich tasty gravy, wrapped in flaky puff pastry (two-pack)
- Sausage & Baked Bean Bakes: mix of beans, tomato sauce, mature cheddar cheese, and pork sausage, wrapped in flaky puff pastry (two-pack)
- Bacon & Cheese Wraps: unsmoked British bacon and mild cheddar cheese slice, handcrafted in a flaky puff pastry wrap (two-pack)
- Sausage & Cheese Wraps: British pork sausage and mild cheddar cheese slice, handcrafted in a flaky puff pastry wrap (two-pack)
- Three Cheese Pastry Wraps: mild Cheddar, red Leicester and mozzarella, handcrafted in a flaky puff pastry wrap (two-pack)
- Steak Puddings: diced steak in rich gravy, steamed in a pastry case (four-pack).
“We’re thrilled to be partnering with Tesco, Iceland, Farm Foods and Morrisons to bring our new product ranges to a diverse audience,” commented Leanne Holcroft, national brand manager at Holland’s Pies.
“These new offerings represent the best of our heritage – classic, comforting flavours combined with the convenience and quality that today’s consumers demand. Truly, it has the convenience of frozen food but the taste of fresh with products that have been handcrafted using the finest British and Irish ingredients.
“We’re confident that this launch will resonate with both our loyal customers and those who are discovering Holland’s for the first time,” Holcroft added.
Expected to drive footfall to stores, the launch is being bolstered by a comprehensive marketing and PR campaign that includes in-store promotions, social media activations, and regional events.
The company said it would be further diversifying its range in the coming months as part of its strategic growth plan, as it looked to position itself as the nation’s best-loved savoury pastry brand.
Having started out as a baker’s shop in Lancashire in 1851, Holland’s has grown to produce over 900k pies every week from its Baxenden site, near Blackburn, which it moved to back in 1929. More than 250 people are employed at the bakery. The brand was sold by previous owner 2 Sisters Food Group to Boparan Private Office in early 2023.
Holland’s claims to have a market share of over 80% in the north west, and supplies its range of frozen, chilled, and hot on-the-go products to retailers ranging from supermarkets to fish & chip shops.
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