Wall’s has introduced a new format to the hot pie fixture with the launch of Deep Dish Pizza Pies, in move it is hoped will add variety and attract younger consumers and families to the chilled savoury pastry category.
The new range is a hybrid of a pie and a deep dish pizza, available in two Three Cheese and Pepperoni (both 150g, rrp £2). Both will be available widely across the convenience channel.
Wall’s itself has doubled in size over the past two and a half years, driven by a series of new products aimed at attracting younger consumers and tapping into new meal occasions. Its latest fusion has been designed to offer younger shoppers and families new ways to enjoy hot pies in a category traditionally dominated by classic ingredients like steak and chicken, typically bought into by older consumers.
Jason Manley, brand director at The Compleat Food Group, the home of Wall’s, said: “The typical chilled savoury pastry shopper is older, so the category must become more relevant for younger consumers if it’s going to continue to grow. Wall’s is uniquely positioned to meet this challenge, with a strong brand presence and resonance amongst younger shoppers.”
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