Pidy rolls out first branded retail products to Ocado

Pidy has secured its first branded retail listing as part of its ambitions to become a recognised name with UK consumers.

The Belgium-based business supplies pastry products to the UK foodservice industry and a wide range of own-label supermarkets in this country, but until now has not had a branded presence at retail.

Its first UK listing comprises two products that have launched with online retailer Ocado - a Do it Yourself Mince Pie Kit (RSP £1.99/12-pack) and festive Christmas Tree-shaped pastry cases (RSP £2.95). They are available at an introductory 20% discount.

“Our aim is to make the Pidy brand itself as big and recognisable in the UK as it is across the rest of Europe, and the Ocado listing is the perfect platform with which to do this,” said Pidy UK general manager Robert Whittle.

Pidy makes products including dry puff pastry and shortcrust, fonçage dough, choux pastry and sponge cakes from production units in Belgium, France and the US.

The manufacturer - which turns over around £33m (€40m) a year - was this summer acquired by French manufacturer Biscuits Bouvard Group.

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