Pukka launches Veggie Cheese, Leek & Potato Microwaveable twin pack


Pukka, the nation’s favourite Hot Pie brand, has launched a brand-new Veggie Cheese, Leek & Potato Microwaveable Twin Pack – allowing retailers to tap into demand for quick and convenient meals that don’t compromise on taste.

Landing on supermarket shelves from 12 April, the new recipe sees diced leeks and potatoes in a creamy, cheddar sauce encased in Pukka’s crumbly and crisp shortcrust pastry. On top of heating straight from the freezer in the microwave in just 4 minutes, the pie has The Vegetarian Society’s vegetarian stamp of approval, appealing to shoppers looking for meat-free options, or simply a great tasting veggie pie.

Rachel Cranston, head of marketing and innovation at Pukka, explains: “As The People’s Pie, we continuously innovate to make sure there’s a Pukka for everyone, and we are the driving force behind the category’s success, currently growing four times faster than the market.

“With a retail sales value of £3.3 million, our chilled Veggie Cheese, Leek & Potato pie is the bestselling vegetarian SKU in the category and scooped a Grocer New Product Award in the year it launched. People are falling back in love with their freezers and growth in the frozen food category is up +17%, so it was the natural next step to offer shoppers the same tasty recipe in frozen, that they can heat and eat straight from the freezer, in as little as 4 minutes.

“Demand for meat-free options is rife, and since launching our award-winning Veggie pie recipe, we expanded our plant-based offering further with a duo of Vegan pies. Over one million shoppers have bought the products since September, demonstrating strong demand for meat-free pie options amongst vegetarians, flexitarians and meat-reducers alike. We’re excited to bring another tasty option to the table, which has the added benefit of being especially quick to prepare.

“With lockdown restrictions continuing to ease, this launch couldn’t come at a better time as many shoppers will want to get out and about and prioritise substantial meal options which are quick, convenient and don’t compromise on taste. Already a familiar recipe to shoppers, retailers can feel confident that by stocking our Veggie Cheese, Leek & Potato Microwaveable Twin Pack, they can benefit from incremental frozen sales.”

Alongside its strong sales success, Pukka has continued to bring excitement to the Hot Pie category with an innovative raft of new pies in their chilled individual portfolio, including Chicken & Bacon and a limited-edition Sausage, Leek & Cider recipe, as well as earning the prestigious Brand of the Year accolade at The Grocer Gold Awards. 

Pukka’s Veggie Cheese, Leek & Potato Micro Twin Pack will be available in boxes of 2 microwavable pies (RRP £2.75, 400g per twin pack), launching first in Morrisons on 12th April, closely followed by multiple retailers including Iceland from May. It will also be available to wholesale and convenience retailers.