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September 4, 2017

UK pie firm Pukka stretches brand with “premium” launch

UK firm Pukka Pies is attempting to move part of its product range upmarket with the launch of the Posher Pukka range.

By Andy Coyne

UK firm Pukka Pies is attempting to move part of its product range upmarket with the launch of the Posher Pukka range.

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The company described the products as “premium”, saying “our best quality, best-tasting pies” were based on “unique pastry recipes”.  

They are being retailed at a price 47.9% higher than its existing pies.

The Leicestershire-based company’s move is part of a round of investment totalling GBP8m (US$10.3m), which kicked off earlier in the year with its ‘Everything’s Pukka’ campaign. 

The new launch coincides with the arrival of a new CEO in the shape of former 2 Sisters commercial director Deborah Ewan. The new chief executive was not involved in the thinking behind the launch but a spokesperson said she would now be “fully driving the company’s vision and defining the strategy for driving sales and growing the pie category”.   She said: “As the branded leader within the chilled pie category we felt that we were in a strong position to develop an accessible, premium pie offering. Following in-depth research, we noticed a growing number of consumers who were demanding a more indulgent yet affordable pie eating experience, which currently was not being fulfilled by brands on supermarket shelves.   “We are confident that the new Posher Pukka range will meet this demand and will both trade up existing consumers as well as introduce new customers into the category.”   Pukka Pies’ new range of pies include chicken, leek and pancetta; and steak and porter ale. The company has also launched a veggie tikka masala pie.   The Posher Pukka range will retail at GBP2.50, GBP0.81 more than the RRP of its existing pies. It will be launched in the coming weeks.

Pukka Pies was founded by the Storer family in 1963. It employs around 350 people in the the Leicestershire area.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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