Upper Crust launches frozen pies and slices in Asda to tap market growth

New pies and slices

New pies and slices

Upper Crust is launching a range of frozen pasties and slices in Asda, tapping strong sales growth in the category – Nielsen figures for the w/e 18 August 2012 show value sales up 91% and volume up 64%.

“With an increasing trend of snacking at home our pasties and slices are the perfect home baked snack,” said David Girdler, business development director of Upper Crust, part of the 2 Sisters Group. 

“We’ve been baking it easy for eat-at-homers for 15 years and we reckon these are our best yet.”

The new lines are:

Beef & Vegetable Pasty – Beef with potatoes and swede in a flaky puff pastry
Cheese & Onion Slice – Cheddar cheese and onion in a flaky puff pastry
Steak Slice – Steak and onion in a rich beef gravy in a flaky puff pastry
All products are two meals per pack and are priced at £1.50.

According to Upper Crust, these flavours are amongst the most popular within the current frozen pasties and slices market.  Upper Crust is  well known for its pies but these are the first in a new range of pasties and slices.

The products go on sale in Asda from 24 September 2012.