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A brand new Pukka Pie in the making!

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PUKKA CELEBRATES 60 YEARS OF (FOOD)SERVICE WITH NEW RECIPE INSPIRED BY CLASSIC CHIP SHOP MENU ITEM

Much-loved Great British Chippy will get first bite at Pukka’s new Chip Shop Chicken Curry recipe in January

Already appealing to over two thirds of pie-eaters[1], the new launch will be accompanied by a marketing support plan which includes limited-edition POS and digital assets

Pukka, the nation’s no.1 pie brand[2], is celebrating 60 years of serving its bestselling pies in Britain’s chip shops with the launch of a limited-edition pie, inspired by another of the nation’s chip shop favourites: Pukka Chip Shop Chicken Curry pie. Blending two of the best-loved dishes on chippy menus across the UK – The People’s Pie and curry sauce – the recipe is set to win over new customers, and drive frequency of purchase with existing Pukka fans.

Working with top industry experts to secure the seal of approval from those at the heart of the industry, Pukka’s Chip Shop Chicken Curry pie has been expertly baked to capture the iconic flavour of chip shop curry sauce.

“This new launch is all about paying homage to the Great British Chippy, and that’s exactly why we took our time to perfect the flavour profile – calling on the industry to help us make sure that we got the recipe just right,” says Isaac Fisher, Managing Director at Pukka.

“As The People’s Pie, we always aim to give the nation what they want. With our new recipe – which features tender pieces of chicken in a distinctive, tasty chip shop curry sauce, all wrapped up in Pukka’s signature, flaky puff pastry – we’re confident that’s exactly what we’ve delivered.”

Paying tribute to its longstanding relationship with the Great British chippy, Pukka is giving this well-loved industry at the core of many communities first bite, before wider retail rollout from February 2023. Plus, for a limited-time only, chippy owners can take advantage of a special launch offer.

“Chip shops are – and have always been – our heartland, ever since we started making and baking pies in 1963,” says Fisher. “And what better way to commemorate this than by creating a recipe in honour of the Great British Chippy, baked especially for their regulars to enjoy.

“We’ve been working hard behind the scenes at our bakery, in collaboration with chip shop industry experts, to ensure that our limited-edition Chip Shop Chicken Curry pie delivers on our full on flavour Pukka promise – and it’s safe to say it’s hit the mark. It’s already come up trumps in taste tests – with almost three quarters (71%) of our core buyers saying they’d be likely to buy it[3] – which assures us that it will fly off chip shop counters.”

Chippy Chat Publishing Editor Austen Dack was one of the first to try the new pie. “I was once again invited to visit the Pukka Pie HQ, the home of British Pies. To see firsthand the care and attention they take to produce pies destined for our chip shops is amazing. Then to actually try the new Chip Shop Chicken Curry Pie ahead of its debut was an honour. The taste is akin to a great chippy curry sauce, with plenty of chicken and the usual perfect Pukka casing.”

Austen’s Chip Shop Chicken Curry Pukka Pie


Supported by a trade communications programme and advertising across Pukka’s direct delivery app, as well as across its website and foodservice packaging, the launch of Pukka’s Chip Shop Chicken Curry will also be accompanied by brand-new POS material and digital assets – including new-look window posters and fresh social assets – to help chippy owners maximise both engagement and sales. In addition, Pukka will be raising awareness of the limited-edition pie nationally through social media and PR activity.

Pukka’s Chip Shop Chicken Curry pie will be available to order in cases of 12 x frozen baked and individually-wrapped pies from January 2023. Stock up now to take advantage of the limited-edition promotion by contacting your representative or calling Pukka directly on 0116 026 4000.

About Pukka:

Founded by the Storer family in Leicestershire in 1963, Pukka is an independent company with a passion for pies and is the UK’s number one hot pie brand across grocery and foodservice.

Available in fish and chip shops, stadia and supermarkets, Pukka pies feature 144 layers of the finest puff pastry, select cuts of meats and tasty gravies.

Employing 375 people local to the Leicestershire area, Pukka takes pride in developing its people and providing jobs to passionate and specialised staff in its bakery.

[1] VYPR Consumer Steer Sept 2022

[2] IRI Chilled Pie 52wk Value Brand data to 07.08.22

[3] VYPR Consumer Steer Sept 2022[/vc_column_text][/vc_column][vc_column width=”1/3″ el_class=”sticky-container”][mnky_ads id=”114696″][/vc_column][/vc_row]

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