Pork Farms has expanded its popular Melton Mowbray pork pie range with the introduction of convenient, snackable Mini Melton Mowbray Pork Pies. This launch aims to cater to the growing demand for high-quality, on-the-go food options, offering consumers a smaller, more accessible version of the traditional favorite.
Key Takeaways
- Pork Farms launches a two-pack of Mini Melton Mowbray Pork Pies for the food-to-go market.
- The new product addresses consumer preference for Melton Mowbray pies due to perceived higher quality and traditional recipes.
- The mini pies are designed for meal deals and snacking occasions, offering portion flexibility.
- Pork Farms holds Protected Geographical Indication (PGI) status for Melton Mowbray pork pies.
- The company is experiencing significant growth, outperforming the overall pork pie category.
A New Era for On-the-Go Snacking
Pork Farms is enhancing its presence in the food-to-go sector with the introduction of its new Mini Melton Mowbray Pork Pies. This move is strategically designed to provide consumers with more variety and branded choices for their busy lifestyles. The decision to launch a smaller format builds on the success of their medium-sized Melton Mowbray Pie, directly responding to consumer desires for greater portion flexibility and convenience.
Consumer Preference Drives Innovation
Research indicates a strong consumer preference for Melton Mowbray pork pies, with 71% favoring them over non-Melton Mowbray versions. This preference is attributed to a perception of higher quality and a more traditional, trusted recipe. The new two-pack format of Mini Melton Mowbray Pork Pies, priced at £1.30 RRP for 110g, is now available in various convenience stores, including Morrison’s Daily and Spar.
Premium Quality and Traditional Craftsmanship
Pork Farms, as a holder of the Protected Geographical Indication (PGI) status for Melton Mowbray pork pies, adheres to strict traditional methods. The pies are crafted in the designated region using time-honored techniques. Each pie features uncured, coarsely chopped pork for a rich texture, encased in hand-formed pastry. Notably, the pastry is baked free-standing without a mold, and the signature bow shape is filled with jelly to enhance flavor and freshness.
Strong Market Performance
The launch coincides with Pork Farms reporting robust growth, with a 10% value increase and a 3% volume increase. This performance significantly outpaces the total pork pie category, which has seen more modest growth of 0.6% in value and 0.4% in volume. Jason Manley, brand director at The Compleat Food Group, highlighted the brand’s leading position, stating, "As the UK’s leading pork pie brand, valued at £17.1 million and driving strong category growth, we recognised a growing preference for Melton Mowbray pork pies. This presented an opportunity to introduce a smaller version of our popular medium-sized pies, offering shoppers a convenient, high-quality choice which is perfect for those on the go."
Sources
- Pork Farms launches Mini Melton Mowbray Pork Pies for food-to-go, Food and Drink Technology.
- Pork Farms introduces Mini Melton Mowbray Pork Pies, Talking Retail.