Pukka has teamed up with British brewer Marston’s to use its award-winning Pedigree to capture that ‘rich ale flavour in the gravy’ that encases chunks of prime British steak.
To stand out on shelf, the reformulated Steak & Ale pies – which are rolling out in March across Pukka’s chilled single portfolio – are packed in purple foil and feature a purple accent on front of pack on Pukka’s new recyclable packaging.
“The Hot Pie category is worth £244m across total retail outlets and Pukka accounts for £36m of these sales, with the brand growing by +14% value and enjoying 98% aided awareness,” said Rachel Cranston, head of marketing at Pukka.
“Our new recipe and collaboration with Marston’s is part of an ongoing investment to confirm Pukka’s position as the runaway number one brand in and out of home. We’ve been making and baking pies in Leicestershire for over 55 years and we continuously innovate to give the people of Britain what they want.
“Partnering with another great British brand is a great fit for Pukka, and we’re confident shoppers will enjoy tucking into this tasty version of one of the nation’s favourite flavour pies whether they’re at home, in the pub or at the chippy.”
The partnership follows an exciting year for both Pukka and Marston’s, both of which have won numerous plaudits for their innovative products.
“We’re proud to be the only brewer in the world that still ferments its ale in the traditional Burton Union System using oak barrels,” added Pat McGinty, head brewer for Marston’s Brewery.
“Pedigree is one of our flagship ales and its ‘biscuity’ malt, spicy hops and light fruity taste complements the beef and puff pastry, creating the perfect pie for an everyday meal.”
The Steak & Ale recipe follows hot on the heels of changes made to Pukka’s All Steak pie – now made with 100% beef brisket – and Minced Beef & Onion – filled with more onions and a darker, richer gravy.
The Steak & Ale pies are available from Asda and Ocado across the UK for an RRP of £1.89 for a 210g pie.