Pukka is rolling out its Chicken Balti Pie, previously only available at football stadiums, to retail.
The pie contains pieces of chicken in a Balti sauce, wrapped in 144 layers of puff pastry. It will be joining the company’s chilled single portfolio in Morrisons from 3 June and Tesco from July.
The pie comes packaged in 100% recyclable packaging, featuring a stadium-themed design, which Pukka introduced to its portfolio at the start of the year.
“We’ve been selling Pukka into stadia for over 30 years and our Chicken Balti Pie has always been a match day highlight,” said Pukka head of marketing Rachel Cranston.
“With the nation currently unable to watch their favourite sport live, now is the perfect time to bring our stadia best-seller to UK supermarkets, so the people of Britain can still enjoy the full football experience from the best seat in the house.”
The launch will be supported by PR and social media and follows what Pukka described as a “phenomenal year”, with value sales up 10.2% [Kantar 52 w/e 22 March 2020]. It also comes after the brand revealed its coverage sponsorship of ITV’s rerun of the Euro 96 football tournament.
To find out more about the 55-year history of Pukka, read our feature: ‘Born & Bread: Pukka Pies’.