Pukka Pies has launched two new initiatives to entice both new and loyal customers.

The company, based in Leicestershire, will be giving away 20 million points in a new loyalty scheme, which will require customers to input a unique code found on product packaging into its website. Customers can then redeem points for Pukka Pies merchandise, prize draws, family days out, free cinema tickets and donations to charity.

Peter Mayes, Pukka Pies’ marketing and business development controller, said: "We know everyone is feeling the pinch right now, so we teamed up with our friends at Coinks to create the Pukka Points promotion. It’s a great way of saying thank you to our consumers for buying Pukka Pies. It will offer real savings on a whole range of rewards."

The pie firm is also entering into a new television sponsorship deal with ITV1. It will back a new 20-episode series called Ade in Britain, a programme broadcast five nights a week, following Ade Edmondson on a culinary discovery around the British Isles.

The company has previously sponsored ITV1 shows, such as Who Wants to be a Millionaire and currently holds a long-term sponsorship with the official England Football Supporters’ Band.