Melton Mowbray 80th birthday pie

One of the UK’s leading pork pie brands is celebrating its 80th anniversary with a limited-edition birthday pie.

Pork Farms will bring out the celebratory Melton Mowbray pies, which will be sold in Tesco, Asda and Sainsbury’s. They will be available in a pack of four as well as larger, individual pies.

Andy Napthine, head of marketing at Pork Farms, said: “Pork Farms may have grown to become the UK’s No 1 brand of pork pies, but the quality of our products has not changed. Consumers across the country recognise our excellence in baking and pie-making and our commemorative Melton Mowbray pork pie is a great way to mark our first 80 years’ trading.”

Founded in Nottingham in 1931, the company underwent a major rebrand earlier this year to better reflect its heritage and build customer loyalty. It rolled out new packaging, an additional strapline and a new range of filled pastry slices.

Since then, Pork Farms has clinched a deal with Boots to become part of the retailer’s £3.29 lunch meal deal, and introduced two new pork-based snacks – the Branston Pickle bites and English Mustard bites.

Melton Mowbray pies were finally accorded protected geographic indicator (PGI) status by the European Union in April 2008 after a 10-year battle for recognition.

 

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