Holland’s Pies has launched new packaging across its chilled and frozen retail range.

Available at retailers now, the branding will retain its gold logo and ‘A proper Lancashire baker’ tagline, but will include a new font and brighter colours.

The brand has also rolled out a ‘Micro 2 Go’ logo on the packaging as well as ‘Eat Me Hot in under 3 mins’ to attract new snacking shoppers to the category.

Holland’s old packaging

Smaller case sizes across both chilled and frozen have been introduced to drive distribution in small stores.

Holland’s changed its branding in April 2017 across its ranges to drive “innovation and growth”.

“With our new snacking proposition and moving our chilled products into this area, we hope to answer both retailer and consumer feedback in showcasing what Holland’s is all about,” said Holland’s Pies commercial director Neil Billingsley.

“As one of the country’s oldest bakers of pies and puds, we look forward to seeing this change drive incremental sales to the category.”