Pukka goes posh as new CEO takes the reins

Pukka Pies has unveiled a premium grocery range as the company’s new CEO, Deborah Ewan, takes the reins.

Ewan (pictured below), previously of 2 Sisters and Greencore, takes over from Rachael Bouch who is leaving after five years to join food and drinks group SHS as group MD for its condiments and sauces division.

As part of her new role, Ewan will oversee phase two of Pukka Pies’ relaunch, alongside an £8m marketing campaign, which has so far seen a sales increase of 13.2%, according to the company.

This includes new premium range Posher Pukka, which hits shelves in The Co-op on 9 September, followed by a wider roll-out through to October. The two-strong range, which consists of Chicken, Leek & Pancetta and Steak & Porter Ale, will retail at £2.50.

“Following in-depth research, we noticed a growing number of consumers who were demanding a more indulgent yet affordable pie-eating experience, which currently was not being fulfilled by brands on supermarket shelves,” Ewan said.

“We are confident the new Posher Pukka range will meet this demand and will both trade up existing consumers as well as introduce new customers into the category.”

Pukka is also tapping the growing interest in vegetarian food with a Veggie Tikka Masala with Chickpea & Spinach pie, retailing at £1.69.

Changes have also been made to its core range, with a Family Pie in a deep-fill format and a reduction in cooking time from 50 to 35 minutes. Available in All Steak, Chicken & Mushroom, Chicken & Gravy and Minced Beef & Onion, all retailing at £3.35, they are rolling out alongside a new recipe Chicken & Mushroom pie, which includes chunkier pieces of chicken and added cream.

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