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 food-to-go market. This launch aims to cater to the growing consumer demand for convenient, high-quality, and traditionally made snacks, offering a smaller, snackable version of the beloved Melton Mowbray recipe.
Key Takeaways
- Pork Farms has launched a two-pack of Mini Melton Mowbray Pork Pies.
- The new product targets the food-to-go and snacking occasions.
- Consumer preference for Melton Mowbray pies is high due to perceived quality and traditional recipe.
- The mini pies are made using traditional PGI-protected methods.
Meeting Consumer Demand for Convenience
Building on the success of its medium-sized Melton Mowbray Pie, Pork Farms is responding to consumer desires for greater variety, portion flexibility, and on-the-go convenience. The new two-pack format makes it easier for consumers to enjoy the authentic taste of Melton Mowbray in a smaller, more manageable size, perfect for a quick snack or as part of a meal deal.
Premium Option for Meal Deals and Snacking
The Mini Melton Mowbray Pork Pies are positioned as a branded, premium choice for meal deals and are set to strengthen Pork Farms’ presence in the snacking category. This strategic move aligns with market trends showing a significant preference for Melton Mowbray-style pork pies, with 71% of consumers favoring them over non-Melton versions due to their perceived higher quality and trusted, traditional recipe.
Authentic Craftsmanship and Protected Status
Pork Farms holds the Protected Geographic Indication (PGI) status, permitting them to produce Melton Mowbray pork pies crafted in the designated region using time-honoured techniques. Each mini 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 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 value increasing by 10% and volume by 3%. This performance outstrips the total 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 introduce a smaller version of their popular pies, offering consumers a convenient, high-quality option.
The Pork Farms 2pk Mini Melton Mowbray Pork Pies are available at a recommended retail price of £1.30 for a 110g pack and can be found in various convenience stores, including Morrison’s Daily, Spar, and Blackmore.
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.