Baker says its portfolio will be easier to shop
LEADING pie maker Pukka has unveiled its biggest brand redesign ever, with a bold new visual identity across its chilled range.
The new packs combine recipe-specific colours to match the well-known rainbow of foils, a supersized Pukka logo, clear recipe naming and eye-catching pie photography – all of which makes it easier for shoppers to pick their favourite recipe, says the baker.
The firm says its iconic orange logo creates a strong, instantly familiar brand block, while the distinctive colours make it easy for consumers to distinguish All Steak in black, Minced Beef & Onion in red and Cheese, Leek & Potato in green, for example.
Pukka’s retail sales in recent years have grown 33% – from £62million a year in July 2020 to £82.5million in July this year, according to data from Worldpanel by Numerator and NIQ.
And the brand refresh follows extensive consumer research and testing, with the final design liked by a massive 85% of respondents.
The redesign now also sees black text against a white background on the back of packs, improving readability and making it easier for shoppers to easily navigate ingredients and nutritional information, while clearer cooking instructions create a more seamless journey from pie aisle to plate, says Pukka.
Each recipe will also carry its own QR code that will give shoppers easy access to additional product information and help prepare the range for the future evolution of on-pack barcodes.
Major activation plans will support the launch and drive further excitement around the brand, with more details set to be revealed soon. Pukka’s new-look chilled pie range will begin rolling out across wholesale and stores towards the end of August, available in 205g packs at an RRP of £2.25.
Isaac Fisher, chief executive at the baker, said: “This is the start of a big new chapter for Pukka. The packs will make an immediate impact, but they’re only the beginning. We have ambitious plans to bring the new identity to life, create more reasons for shoppers to choose Pukka and drive even more energy, colour and full-on flavour to the category, like only Pukka can.”
