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October 2, 2023Pukka, the nation’s number one pie brand1, is adding some spice to fish and chip shop counters nationwide with its new Doner Kebab Pie. Combining two takeaway favourites and landing just in time for the autumn/winter sales period – when pies are particularly popular – the recipe is set to help a new generation of pie eaters fall in love with the Great British Chippy. Andrew Cook, NFFF’s President, takes a closer look.
Pukka first started serving its full-on flavour pies in the nation’s fish and chip shops over 60 years ago. Since then, the brand has solidified its position as the nation’s favourite with its line-up of bestselling pies – but it hasn’t stopped there. Pukka has continued to innovate over the years to break boundaries and launch recipes in response to consumer demand for new, exciting full-on flavour options.
One of the more recent examples of this was the launch of Pukka’s Chip Shop Chicken Curry Pie last autumn, which paid tribute to its chippy heartland. It proved an instant hit, quickly becoming one of the brand’s fastest-selling NPD launches. But now the team wants to take things a step further and target pie lovers who like things a little spicier – which is where Pukka’s Doner Kebab Pie comes in. Isaac Fisher, Pukka’s Managing Director, tells us more.
“We started making and baking our pies for the nation’s fish and chip shops way back in 1963,” says Fisher. “And although our established full-on flavour range is already well-loved by Brits – from chip-shop favourite Steak & Kidney, to the classic Chicken & Mushroom – we’re always looking for ways we can help fish & chip shops appeal to even more customers.
“This is where the launch of our new limited-edition Doner Kebab pie comes in. Aimed at encouraging a new generation of younger customers to fall in love with their local chippy, it’s been specially baked to turn the heads of takeaway fans and pie-lovers across the nation.
“The best part? We’re launching it at a time of year when pie consumption is at a peak to help chip shop owners take an even bigger slice out of this crucial sales period. Plus, we know it’s set up for success – with over half (57%) of customers already saying they like the sound of this latest flavour fusion.2”
Beyond launching disruptive innovation to help chip shop owners bring some excitement into their counters, Pukka’s has also developed a whole host of POS to arm chippy owners with the tools they need to boost pie profits.
“Helping our customers make the most of their social channels, we’ve updated our Social Media Toolkit – which can be found on our foodservice website – to include readymade social content specific to the new recipe, so that they can spread the word and watch sales of this latest NPD soar. And we’ve also created bespoke POS – including digital menu screen ads, pie heater signs and new-look window posters – to help chip shop owners maximise engagement and sales,” concludes Fisher.
Pukka’s new Doner Kebab pie will be available to order in cases of 12 x frozen baked and individually-wrapped pies from October. Call to place your order: 0116 264 4000.
To download tips, tricks and FREE assets to spread the word and entice new customers, visit pukkapies.co.uk/foodservice
