In a bid to build on its leading position in the savoury pie market, UK frozen foods producer RHM Frozen, part of the RHM food group, has relaunched its McDougalls Upper Crust premium family and individual pie range.

The company said it was looking to differentiate itself from its competitors by reformulating the existing range with a new look, ‘just-like-homemade’ ingredients, new premium packaging, and the addition of an ‘Indulgent’ range.

“Consumers love the nostalgia of home baking and the smell of freshly baked pastry but do not have the time or often even the knowledge to bake a pie from scratch,” said RHM Frozen brand manager Christina Richardson. “Despite this, they still want the rewarding feeling of providing wholesome ‘homemade’ food for the family. The relaunch of our McDougalls Upper Crust range taps into this desire by providing a convenient, high-quality frozen product that the consumer will be happy to serve as their own.”
All the pies are free from trans and hydrogenated fats, artificial colourings and flavourings, while the pie size has also been increased to 710g from 680g. More filling, a new puff pastry recipe and a new ‘homemade’ finish “tops off” the quality feel to the product, RHM Frozen says. 
The three new Indulgent products added to the range are: Roast Chicken with chopped leeks in a mature cheddar cheese and Chablis sauce; Aberdeen Angus steak with a sauce made with Shepherd Neame’s Bishop’s Finger Ale; and Aberdeen Angus steak with Portobello mushrooms in a tangy pepper sauce.

Available from the end of September, the reformulated McDougalls Upper Crust family and individual pies will remain at GBP2.99 (US$3.76) and GBP1.99 respectively, while the new Indulgent products will be priced at GBP2.79.