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Pukka is set to go head-to-head with Higgidy, Greggs, and Ginsters, with the pillar of the pie coming out of his heart for the first time.

Pukka, who was named The Grocer Brand of the Year at the 2020 Grocer Gold Awards, is hoping to steal a slice of the broader savory baking category with a new line of handy snacks.

The seven product line will include a beef patty, three slices – Cheese, leek and potato, steak and chicken and bacon, two sausage rolls – one meat and one vegan, and a multipack of sausage rolls from pork. It will be deployed from September 2.

The vegan roll was made with “vegan protein and revolutionary grain blends” with “a unique seasoning and classic peppery finish,” the brand said.

Pukka said the move would “catapult” him into “a range of consumer moments” and new territories such as on-the-go snacks and lunch opportunities.

The move follows a period of transformation for the brand, which has spent the last few years transforming from a staple to a high-revenue fmcg brand, repositioning itself as ‘the people’s pie’ and launching a mass of NPD to exploit. modern trends such as her very first vegan pie.

Buyers have turned to the revitalized Pukka: the brand’s sales value increased 18.2% to £ 47.4million in the 52 weeks to June 13, 2021 [IRI].

The launch of a unique laptop line was “a natural next step,” said Deborah Ewan, CEO of Pukka. Each SKU in the handheld range “would allow us to appeal to a multitude of different buyer assignments – some of which are not currently supported.”

The launch will be supported by Pukka’s “biggest cross-channel campaign”, including a new TV commercial that “highlights how new products give epic people an epic dining experience.”

It also hopes to “disrupt the category” with new packaging by breaking what it has called “wall of beige” packaging from its competitors. His new packs would instead create an “orange beacon,” he said.

The range will arrive at Asda from September 2, followed by Morrisons in October and Sainsbury’s in November (rsp: £ 1.50 to £ 1.75).

But Pukka isn’t the only savory pastry brand voraciously eyeing market share gains.

Chic competitor Higgidy, for example, has also gone to slices, unveiled a duo of ‘veggie-wrapped’ pies to attract more health-conscious shoppers, and collaborated with Sainsbury’s on Higgidy-branded devices, which entered in 277 stores in May.

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