British Pie Week (2 to 8 March) is over for another year, but did bakers reap the benefits?
Mike Holling of Midlands bakery Birds of Derby pushed sales of the company’s pork pies over the week, resulting in the sale of more than 17,200 units. It equates to an uplift of 10% compared with the same week last year.
Meanwhile, Pieminister, the Bristol-based company, ran a #PieElection in the run-up to British Pie Week, where consumers could vote for their favourite discontinued pie to be brought back. After 6,500 votes the Minty Lamb won, followed by the Thai Chook and Mr Porky, all three of which “smashed sales forecasts” by the second day of British Pie Week.
The winner, Minty Lamb, sold out of stock that was intended to last all week within hours of British Pie Week beginning, through independent retailer and pie pub orders. More than 4,000 of the special pies were sold in the week in all, on top of increased sales of the core range.
Overall, the company saw a 100% uplift in sales compared to British Pie Week last year and a 30% uplift compared to a normal week in 2015.
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