Pukka has relaunched its chilled handheld range of slices with colourful new packaging and a limited-edition flavour to help further boost sales.
Rolling out from April, the new packaging comes alongside what Pukka describes as a ‘more considered range’, making it easier for shoppers to find the products they know and love, while still offering plenty of choice across a variety of recipes.
The line-up comprises the All Steak Slice and Chicken & Mushroom Slice which take inspiration from Pukka’s bestselling pie recipes, alongside the Pepperoni Pizza Slice which ‘adds something unique to the fixture’, thus drawing in younger shoppers. The Jerk Chicken Slice, meanwhile, is a world-inspired flavour that broadens appeal and brings something new into the category, it added.
Joining these existing products is a limited-edition Cheese & Pickle Slice. Inspired by the classic British flavour pairing, the slice combines mature Cheddar cheese with potato and sweet, tangy pickle, wrapped in golden puff pastry.
The NPD is available in Morrisons now on a £1 promotion and will roll out in Asda from May with a rsp of £1.75. All products are also available in the wholesale and convenience channels.
“Our new packaging brings a distinctive and consistent look across our popular handheld range that’s eye-catching and unmistakably Pukka,” said Pukka CEO Isaac Fisher. “We’ve used bold colour cues to clearly differentiate flavours, making it easier for shoppers to navigate the fixture, while helping retailers create greater impact in store.”
Pukka first launched its chilled handheld range in 2021, with Fisher describing the category prior to that as “beige and uninspiring”.
“We changed that, waking it up with bold, flavour-led products that transformed the fixture and caught shoppers’ attention. Since then, the range has delivered strong growth, as demand for convenient, on-the-go options that don’t compromise on flavour continues to rise. Now, with a bolder look, we can take this one step further, making the range work harder in fixture, helping to drive category growth.”
Pukka Slices are growing in value by 6.4% and in volume 11.2% year-on-year [Nielsen data 52 weeks to 14 March 2026]. Building on this momentum, Pukka’s relaunched handheld range will be supported by a continued pipeline of seasonal innovation, which the firm said is designed to maintain shelf interest and drive incremental sales.
“At Pukka, we’re all about delivering the full-on flavour people already know and trust, while introducing innovation that genuinely adds something new for shoppers – whether that’s tapping into global flavours or reimagining British classics like Cheese & Pickle. It’s that balance of the familiar and the new that keeps the range relevant and helps drive continued growth,” Fisher added.
The savoury pastry category is rife with NPD, often limited-edition, with recent innovation including a BBQ Pulled Pork & Cheddar Pastry Toastie from Ginsters, deep-filled, premium quiches by Pieminister, and a Chicken Vindaloo Pie from Pukka.
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