Wall’s Pastry heats up the competition in the hot pie market
Wall’s Deep Dish Pizza Pie range.
Wall’s Pastry has unveiled a new Deep Dish Pizza Pie, heating up the competition in the hot pie market.
The sausage roll brand has introduced a brand-new format to the hot pie fixture with the launch of its Deep Dish Pizza Pies, as it aims to add variety and attract younger consumers and families to the chilled savoury pastry category.
The new range is a unique hybrid of a pie and a deep-dish pizza, available in two classic recipes; Three Cheese and Pepperoni (both 150g, RRP £2). Both will be available in ASDA from 18th November 2024, and across the convenience channel.
The launch follows incredible growth for Wall’s, which has doubled in size over the past two and a half years to become a £59 million brand (source: Circana data, 52 weeks to 1st September 2024), driven by a series of NPD 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, which is typically bought into by older consumers.
The Deep Dish Pizza Pies are filled with popular pizza topping combinations. The Three Cheese recipe features a blend of extra mature cheddar, mozzarella and Red Leicester cheeses, while the Pepperoni version is packed with tomato, extra mature cheddar and pepperoni. Available as an individual serving, the pies offer a convenient hot meal solution that can be oven baked or air fried.
Jason Manley, brand director at The Compleat Food Group, 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 as a leading brand in chilled savoury pastry, with a strong brand presence and resonance amongst younger shoppers. That’s why we’re innovating within the more traditional categories such as hot pies and introducing greater variety with our Deep Dish Pizza Pies.
“The Wall’s Deep Dish Pizza Pie is ideal for satisfying hungry kids after school, as well as working well as an after-work snack or part of a larger dinner. Launching with two popular pizza toppings, we are confident they will be a hit, and we look forward to introducing more recipes in the new year.”
