Holland’s looks to strengthen position

A dominant pie manufacturer in the UK, Holland’s, is hoping to strengthen its position as a market leader with the launch of two new products. It is now introducing new four pack chicken and vegetable pies and new four pack minced beef and onion puddings. 

“The launch of our new chicken and vegetable and minced beef and onion puddings will only further strengthen our number one position in the individual pie category,” said Bill Smith-Coats, sales and marketing director for Holland’s.

“Chicken is one of the fastest selling flavour profiles within the frozen individual pie market; Holland’s had a gap in its pie range. Research suggests for loyal Holland’s shoppers chicken is their number three choice when not purchasing Holland’s – demonstrating a clear opportunity for the brand.

Holland’s is the sole supplier of puddings into the frozen retail market, he said, with Holland’s Steak & Kidney Puddings & Guinness Steak Puddings featuring in the top selling lines in the category. “The launch of our new Minced beef and Onion puddings will offer a new and different flavour profile within the savoury pudding category.”

The new products are frozen within hours of production to seal in freshness and flavour. Both the pies and puddings can be microwaved within five minutes, catering to the convenience market.

Based in the Lancashire, Holland’s claims that it holds a 75% pie market share in the North West region.

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