Wall’s, a leading brand known for its sausage rolls, has introduced a new product: Deep Dish Pizza Pies. This innovative offering combines the classic pie with a deep-dish pizza format. It is designed to appeal to younger consumers and families, expanding the brand’s reach in the Chilled Savoury Pastry category.
The new range features two flavors: Three Cheese and Pepperoni (RRP £2 – 150g). The pies will be available in Asda and across convenience stores starting this week.
The launch comes after a period of strong growth for Wall’s, which has doubled its size in the past two and a half years to reach £59 million. This growth has been driven by a series of new product innovations aimed at attracting younger shoppers and addressing new meal occasions. Wall’s Deep Dish Pizza Pies aim to offer a fresh twist on the traditional hot pie, a category usually dominated by classic flavors like steak and chicken, which are often favored by older consumers.
Jason Manley, Brand Director at The Compleat Food Group, which owns Wall’s, said: “The typical Chilled Savoury Pastry shopper is older. For the category to continue growing, it must become more relevant to younger consumers.”
Manley added, “Wall’s is in a strong position to lead this change, with a brand that resonates with younger shoppers. By innovating within traditional categories like hot pies and adding new variety with our Deep Dish Pizza Pies, we are meeting the demand for fresh options.”
The Deep Dish Pizza Pie is positioned as a convenient choice for kids after school, an easy snack for busy professionals, or part of a larger dinner. With the two popular pizza toppings, Wall’s is confident that the new product will be a success and plans to introduce additional flavors in the new year.
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