Pork Farms is expanding its popular Melton Mowbray pork pie range with the introduction of a new two-pack of mini pies, specifically designed for the convenience and food-to-go market. This move aims to capture a larger share of the snacking occasion and provide consumers with a convenient, high-quality option.
Key Takeaways
- Pork Farms launches a two-pack of Mini Melton Mowbray Pork Pies for the food-to-go market.
- The launch caters to consumer demand for variety, portion flexibility, and on-the-go convenience.
- Melton Mowbray pork pies are preferred by 71% of consumers due to perceived quality and traditional recipe.
- The new mini pies are available in C&I channels, including Morrison’s Daily, Spar, and Blackmore.
- Pork Farms holds Protected Geographic Indication (PGI) status for Melton Mowbray pork pies.
Tapping into the Food-to-Go Market
Pork Farms, a leading brand in the pork pie category, is strategically launching its Mini Melton Mowbray Pork Pies to enhance its presence in the burgeoning food-to-go sector. This new offering addresses the growing consumer preference for convenient, portion-controlled snacks that do not compromise on quality or traditional taste.
The decision to introduce mini pies is backed by consumer research indicating a strong preference for Melton Mowbray pork pies over non-Melton versions. This preference is attributed to a higher perception of quality and a more traditional, trusted recipe. The new two-pack format is designed to be an attractive option for meal deals and impulse purchases.
Premium Quality and Traditional Craftsmanship
Pork Farms is authorized to produce Melton Mowbray pork pies under its Protected Geographic Indication (PGI) status. This designation ensures that the pies are crafted in the designated region using authentic, time-honoured techniques. Each pie features uncured, coarsely chopped pork for a rich texture, encased in hand-formed pastry. The pies are baked free-standing, without a mould, and are characterized by their signature bow shape, filled with jelly to enhance flavor and freshness.
Strong Market Performance and Future Outlook
The launch of the Mini Melton Mowbray Pork Pies comes at a time when Pork Farms is demonstrating significant growth. The brand has reported a robust value growth of +10% and a volume growth of +3%, outperforming the overall pork pie category, which saw more modest growth of 0.6% in value and 0.4% in volume. Jason Manley, brand director at The Compleat Food Group, highlighted the opportunity to cater to shopper demand for a smaller, high-quality, and convenient choice, reinforcing Pork Farms’ position as the UK’s leading pork pie brand.
Sources
- Pork Farms launches Mini Melton Mowbray Pork Pies for food-to-go, Food and Drink Technology.