Pukka has launched its first single pack frozen pie, created specially for the convenience channel.
The Shortcrust Chicken Pie is available in a £1.49 price-marked pack (PMP). According to Nielsen figures, PMPs represent three-quarters of sales in the convenience channel, despite making up just 12% of products.
Its launch comes as Pukka aims to tap into the fast-growing frozen food category. Currently, Pukka accounts for two of the top 10 biggest frozen pie sellers, having grown its share in frozen by 100% in the past year.
The pie is designed to be cooked in the microwave in four minutes to cater to busy, on-the-go shoppers.
“We know frozen food is hot right now, as it represents a great value option for those looking to cut down costs and reduce food waste,” said Isaac Fisher, managing director at Pukka.
“Convenience shoppers still expect quality, affordability and full-on flavour in equal measure, which is why we’ve created a format – for independent retailers – which tick all of these boxes,” he added.
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