Birds Eye revamps pie range

Frozen Food giant Birds Eye is capitalising on the rise of the pie to launch a new range, which it hopes will broaden its customer base and generate higher spend within the category.

The new pie fillings include chicken balti, steak, and minced beef & onion, which will be sold as packs of four.

As part of a shake-up of the category, the company is introducing new-look packaging across its entire pie range and also relaunching its classic Steak & Kidney as a two-pack.

Pete Johnson, brand manager at Birds Eye, said: “The economic backdrop and eating trends are favourable for frozen, particularly pies.

“But while frozen bakery is seeing year-on-year growth, shopper frequency has been down, so Birds Eye is introducing something beyond the more traditional meat and vegetable pie in order to broaden the age and demographic, as well as encourage people to choose pies for meals more often.

“Balti pies have been famously enjoyed in football stadiums and high street bakeries for years, so we’re delighted to now offer this best-seller for consumers to enjoy at home as the new season kicks off.

“We see the pies being partnered with choice-oven chips for a truly British teatime meal.”

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