Karen Clark
March 2, 2023

For 60 years, Pukka – the nation’s number one pie brand[1] – has been helping chip shops drive sales with its bestselling pie line-up. Now, with British Pie Week right around the corner (6th-12th March) the brand is taking things up a gear with a brand-new launch to help you make the most of bumper sales. Andrew Crook, NFFF President, discovers more.

With appetite for pies (and Pukka) due to reach new heights, British Pie Week is a must-not-miss opportunity for chippy owners to bring in even more customers. The great news is chip shop favourite, Pukka, is on hand to help fish & chip shops attract even more pie-loving Brits.

Pukka’s iconic full-on flavour line-up of bestsellers – including chip shop favourite, Steak & Kidney – should always take priority on chippy counters. And now, to tempt a new generation of customers to tuck into pie & chips, Pukka has launched a special new recipe that takes it back to its chippy roots: Pukka Chip Shop Chicken Curry pie.

“Nothing beats a chippy tea, and British Pie Week is the perfect time to encourage pie fans to race through your doors,” says Isaac Fisher, Pukka’s Managing Director. “This means getting set to offer up a Pukka for everyone – from our meaty classics like All Steak, to our veggie and vegan pies, so that vegans, flexitarians and meat reducers can get a bite of the action.

“And, there’s never been a better time to stock up on our new Chip Shop Chicken Curry pie,” continues Fisher. “By collaborating with chip shop experts on our latest recipe, we’ve earned the industry seal of approval – and our customers agree. In fact, almost three quarters (71%) of our core buyers saying they’d be likely to buy it[2], making it the must-stock menu item for British Pie Week and beyond.”

To get all eyes on the pies, Pukka is already upping the ante with a campaign which shines the spotlight on its new chip-shop-inspired innovation across PR, social and shopper marketing.

Plus, the nation’s number one pie brand is sharing insight into its industry knowhow with updated resources across its foodservice website to help chip shop owners’ sales soar. Whether its social media post-inspiration, or bespoke POS to help outlet owners shout about the new Pukka Chip Shop Chicken Curry pie, there’s a whole host of resources to help you drive excitement and maximise footfall during this crucial sales period.

“Throughout British Pie Week, visibility for Pukka – and pies – will be through the roof, so there’s never been a better time to stock up on the nation’s favourite. Offering the timeless bestsellers, whilst adding variety and excitement to chippy counters with our Chip Shop Chicken Curry pie, is chippy owners’ ticket to making the most of the British Pie Week sales rush,” concludes Fisher.

BOX OUT 1 – Get prepped for British Pie Week NOW

  • Pukka’s new Chip Shop Chicken Curry pie is available to order in cases of 12 x frozen baked, individually-wrapped pies. Call to place your order: 0116 264 4000.

BOX OUT 2 – WIN £1k worth of pies

  • WIN £1k worth of pies in Pukka’s monthly prize draw. Find out more here: pukkapies.co.uk/win

[1] IRI Marketplace | Chilled & Frozen Pies | 52 w/e 20th March 2022 | Total UK

[2] VYPR Consumer Steer Sept 2022

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