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 increasing consumer demand for convenient, high-quality, and portion-controlled snacking options, reinforcing the brand’s position in the premium snack category.
Key Takeaways
- Pork Farms has launched a new two-pack of Mini Melton Mowbray Pork Pies.
- The pies are targeted at the food-to-go and snacking occasions.
- This launch capitalizes on consumer preference for Melton Mowbray pies.
- The product offers a convenient, high-quality, and traditional taste.
Meeting Consumer Demand for Convenience
Pork Farms is responding to a clear consumer preference, with 71% of pork pie consumers favoring Melton Mowbray versions due to their perceived higher quality and traditional recipe. The new Mini Melton Mowbray Pork Pies are presented in a convenient two-pack format, addressing the need for greater variety, portion flexibility, and on-the-go accessibility. This move makes it easier for consumers to enjoy the authentic taste of Melton Mowbray in a smaller, snackable size.
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 broader snacking market. The brand holds the protected geographic indication (PGI) status for Melton Mowbray pork pies, ensuring they are produced in the designated region using traditional methods. Each pie features uncured, coarsely chopped pork for a rich texture, hand-formed pastry baked without a mould, and jelly-filled bow for enhanced flavor and freshness.
Strong Market Performance
This product innovation comes at a time when Pork Farms is experiencing significant growth. The brand has reported a 10% value growth and 3% volume growth, outperforming the total pork pie category, which saw more modest gains 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 shoppers a convenient, high-quality option perfect for those on the move. The 2pk Mini Melton Mowbray Pork Pies have a recommended retail price of £1.30 for 110g and are available in retailers such as 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.