Pukka pizza pie and slice

Source: Pukka

Pukka is looking to bring new shoppers into the pie category with a raft of chilled NPD including a pepperoni pizza pie.

The Leicestershire-based business claimed the 170g Pepperoni Pizza Pie (rsp £1.75) – which is designed to appeal to fans of pizza and pies – is a first for the market. It is rolling out to Tesco from next week ahead of a wider launch.

Pukka is sticking with the pizza theme with the launch of a 170g Pepperoni Pizza Slice (rsp £1.75) and has also developed a 210g Meat & Potato pie (rsp £1.99). These have both gone on sale in Asda stores and will launch into further retail over the coming months.

“This latest wave of innovation is part of our plans to ramp up visibility of savoury pastry products across the store, and propel further category growth by only launching NPD that is insights-based, and rooted in a genuine shopper need,” said Pukka managing director Isaac Fisher.

“That’s why each of these new products hit a multitude of different need states – from those wanting to eat handheld products on the go, to families looking for full-meal solutions – because that’s the key to creating real cut-through.”

Pukka has also created a new range of frozen bakes and sausage rolls that started rolling out to retail last week.

The business said it was hoping to disrupt the frozen aisles with the products, which cook from frozen in under 30 minutes. The line-up comprises:

  • Steak Bake (rsp £2.50). Available at Sainsbury’s, Tesco.
  • Chicken Bake (rsp £2.50). Available at Sainsbury’s, Tesco, Asda
  • Sausage & Bean Bake (rsp £2.50). Available at Tesco
  • Vegan Smoky Cheddar Flavour & Onion Bake (rsp £2.50). Available at Asda, Tesco
  • Pork Sausage Roll. (Rsp £2.50). Available at Tesco
  • Vegan Sausage Roll. (Rsp £2.50)

“By launching products inspired by some of our most popular recipes, we will turn negative perceptions of frozen food on its head and drive even more shoppers to the frozen aisle,” said Fisher.