Holland’s unveils Micro 2 Go microwave slices range

Holland’s Pies is aiming to shake-up the on-the-go pastry market with a new range of microwaveable slices.

Available in selected Asda, Tesco, Co-op and Morrisons stores across the north west, the Micro 2 Go slices are claimed to deliver “oven-baked taste” in less than two minutes.

With a recommended retail price of £1.79, the shortcrust pastry slices are available in four varieties: Cheese & Onion, Steak & Guinness, Peppered Steak and Chicken Balti.

Lancashire-based Holland’s, which is part of 2 Sisters Food Group, said it hoped the launch would bring new consumers to the brand and the £192m slices category (Kantar Worldpanel, October 2016), as well as offering existing shoppers a convenient way to enjoy slices.

“Our new Micro 2 Go range offers a truly innovative proposition to the slice category, which will increase this market even further,” said Holland’s Pies sales and marketing director Bill Smith-Coats.

“The technology we’ve used has never before been paired with Holland’s pastry and we’re really pleased with the results.”

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