Holland’s Pies range undergoes 'nostalgic' rebranding

Holland’s Pies, based in Lancashire, has revealed a new look to complement a year of growth and innovation for the firm. 

The new look will be featured on Holland’s range of chilled, frozen and food-to-go pies, puddings and pastries. It will be rolled out across the coming months. The rebranding is part of a strategy to drive category growth. The new packaging comes after new product launches, including expansions to the Guinness and sausage roll and slice ranges.

The fresh design also contains nostalgic touches tracing back to the company’s beginnings in Lancashire in 1851. It has been designed to enhance its on-shelf presence and to showcase the product benefits of the pie firm. The hope is that it will bring new customers to Holland’s Pies’ products.

A notable change in the rebranding is the return of Holland’s gold logo. The emblem was once hand-painted in gold leaf on the side of its delivery vans. Paired with historic images, the imagery is another connection to the firm’s local heritage. This is also highlighted through the new tagline: ‘A proper Lancashire baker’.

Holland’s new packaging comes with clear labelling, including cooking instructions and ingredient provenance, communicating with the consumers the origins of the food.

“We have a great year ahead of us, driven by ambitious growth plans and filled with some of our most exciting product launches to date,” commented Leanne Holcroft, brand manager at Holland’s Pies.

“We’ve invested heavily in the innovation and expansion of our product range and it was vital that this was reflected in our branding without losing any of the history we share with our loyal following.

“We’re extremely proud to be the north’s favourite pie brand and, with the new branding in place, we’re perfectly positioned to build this success throughout our heartland and beyond.”

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