Pukka is celebrating 60 years serving Britain’s chip shops by launching a limited-edition Chip Shop Chicken Curry pie.
Inspired by another of the nation’s chip shop favourites - curry sauce - the pie blends two of the best-loved dishes on chippy menus across the UK.
The new flavour, which Pukka says has been expertly baked to capture the iconic flavour of chip shop curry sauce, is expected to win over new customers, and drive frequency of purchase with existing Pukka fans.
Isaac Fisher, managing director at Pukka, says: “This new launch is all about paying homage to the Great British chippy, and that’s exactly why we took our time to perfect the flavour profile – calling on the industry to help us make sure that we got the recipe just right.
“As The People’s Pie, we always aim to give the nation what they want. With our new recipe – which features tender pieces of chicken in a distinctive, tasty chip shop curry sauce, all wrapped up in Pukka’s signature, flaky puff pastry – we’re confident that’s exactly what we’ve delivered.”
Chippy owners can order the new pies from January, a month before its wider retail rollout in February 2023. Plus, for a limited-time only, they can take advantage of a special launch offer.
“Chip shops are – and have always been – our heartland, ever since we started making and baking pies in 1963,” says Isaac. “And what better way to commemorate this than by creating a recipe in honour of the Great British Chippy, baked especially for their regulars to enjoy.
“We’ve been working hard behind the scenes at our bakery, in collaboration with chip shop industry experts, to ensure that our limited-edition Chip Shop Chicken Curry pie delivers on our full-on flavour Pukka promise – and it’s safe to say it’s hit the mark. It’s already come up trumps in taste tests – with almost three-quarters (71%) of our core buyers saying they’d be likely to buy it – which assures us that it will fly off chip shop counters.”
The launch will be accompanied by advertising, POS material and digital assets – including new-look window posters and fresh social assets – to help chippy owners maximise both engagement and sales. In addition, Pukka will be raising awareness of the limited-edition pie nationally through social media and PR activity.
Pukka’s Chip Shop Chicken Curry pie will be available in cases of 12 x frozen baked and individually-wrapped pies.
Pukka 0116 026 4000 www.pukkapies.co.uk