Two bakery manufacturers have landed sports-led supply deals for their pies and sausage rolls with a trio of Scottish retailers and a Premier League football club, respectively.
Glasgow-based Pie Sports has secured permanent listings for its kebab pie twin-packs in Aldi, Lidl, and Scotmid stores – more than 400 in total across Scotland.
The pie, which features quality kebab meat in a spicy sauce encased in shortcrust puff pastry, was took home the Diamond Award in the Football Pie & Savoury category at the 2025 World Championship Scotch Pie Awards earlier this year. For the UEFA Euro football tournament in 2024, the product was brought back for a second limited run at Aldi Scotland stores. They have sold more than a million units since their debut in 2023.
Wholesale supplier Pars Foods launched its Pie Sports brand division five years ago, which has grown to serve four distinct markets: Scottish football stadia for matchdays, in-store retail, ecommerce, and the foodservice sector. It currently supplies football clubs including St Mirren, Partick Thistle, Falkirk, and St Johnstone (added earlier this year).
“Our kebab pie has long established itself as a real favourite within our customer base, offering a tasty alternative to more traditional football matchday treats such as the scotch, steak or macaroni,” commented Brian Sarafilovic, one of three directors at Pie Sports along with Ross Hamilton and Joe Aitken.
Manchester-based HM Pasties has signed a supply contract with Liverpool FC to provide matchday fans with sausage rolls and pies in flavours of steak, cheese & onion, and meat & potato.
Launched at the start of the current Premier League season, the deal covers a full stadium supply at the club’s Anfield ground of around 7,000 units per game. This has created enough demand to support four new jobs.
The social enterprise bakery was founded by ex-offender Lee Wakeham in 2018 and provides work and training to prison leavers. “This partnership is a milestone for us,” said Wakeham. “Liverpool FC’s belief in our products and our purpose shows that great food and great values belong together. The contract gives us the stability to expand our team and help more people rebuild their lives after prison.”
HM Pasties moved to a new 1,700 sq ft bakery site in Oldham last year after securing £300k in funding from the Greater Manchester Combined Authority.
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