to re-launch its range of branded chilled savoury foods, which includes cold pies, slices, sausage rolls and Scotch eggs.The new-look products, which will see four lines launched into Morrisons stores, have received a complete packaging overhaul to communicate to consumers that they are baked by the UK’s favourite pork pie producer.
The packaging will, for the first time, highlight that Pork Farms products contain 100% British meat and are colour coordinated by variant and flavour.
Each SKU in the range carries its own Union Jack design to create standout at fixture and reinforce authenticity and quality messaging.
The range includes Pork Farms’ bestselling Original Pork Pie, a selection of Melton Mowbray pies and a Crunchy Lattice variant.
As part of the re-launch, Pork Farms’ co-branded Branston range has been given a refresh to provide a more explicit link to the pickle brand.
Pork Farms will also add a new product to the range; Ploughmans Bites, a pork bite filled with Branston Pickle.
The brand continues to grow in the convenience sector, with internal sales up 38% in the last 12 months.
To further drive growth in the channel, Pork Farms has re-launched its range of savoury slices and sausage rolls.
The new packaging focuses on the product format and is supported with a “Baked by Pork Farms” message.
The range sees the introduction of price marked packs to offer retailers and consumers a reassurance of value for money.
Andy Napthine, head of marketing at Pork Farms, said:
“Our research tells us that Pork Farms products act as a sign post to the pork pie category for consumers whilst in store.
“We’ve been baking pork pies since 1931 and have firmly established ourselves as the nation’s favourite pork pie brand. We’re very proud of this and have taken the decision to make more of it on our packaging.
“The re-launch of our convenience range firmly positions Pork Farms as a credible branded supplier of slices and sausage rolls, offering excellent value for money for shoppers and changing the commercial propositions currently offered by other operators in the channel.”
