A new firm The Pembrokeshire Pasty & Pie Co has announced plans to open outlets nationwide, in a bid to challenge the Cornish pasty with its own Pembrokeshire variant. The first outlet will open in Tenby on 1 March, and will be followed by another in central Cardiff this summer.

Joint director Oliver Booth told British Baker the firm is likely to look for a third outlet in Wales, before looking at locations in England. It then plans a roll-out of the chain over the next five years. "It would be lovely to have 10 outlets, by then," said Booth.

He spotted the business opportunity after discovering that Pembrokeshire has its own traditional pasty, but that nobody was selling it. The Pembrokeshire pasty contains Welsh lamb, redcurrant jelly, currants and mint. All the ingredients for the six pasties and pies on the menu are fully traceable back to its partner farm in North Pembrokeshire, which prepares the products, or to other local farms, said Booth.

The pies and pasties, which have names such as The Friendly Dragon and The Tenby Treat, will then be baked on-site daily.