Pukka is relaunching its frozen range with bold new packaging designed to make life that little bit easier for shoppers, from spotting their favourites in the freezer to knowing exactly how to cook them when they get home.
The range is rolling out now across grocery, wholesale and convenience, helping retailers drive stronger standout and performance in the freezer aisle.
Rolling out across its core frozen portfolio, the refreshed packs keep Pukka’s iconic orange glow, while introducing clearer flavour colour cues and simple, easy-to-read flashes like ‘air fry or oven’ and ready in ‘4 minutes’. The result is packaging that stands out in the freezer and takes the guesswork out of mealtimes.
The relaunch brings some tasty new additions to grocery fixtures, including a Pukka Favourites Twin Pack Steak pie, inspired by its bestselling chilled All Steak pie. There’s also a new 8-pack of snack-sized Sausage Rolls, designed to unlock incremental eating occasions in frozen.
The move comes as frozen shoppers continue to look for quick, flexible meals and snacks that deliver full-on flavour and work around busy lives, including those unplanned ‘what’s in the freezer’ moments.
Pukka research shows they’re often more price conscious, but just as focused on convenience, with many looking for products that are quick to prepare and easy for everyone in the household to cook.
Isaac Fisher, CEO at Pukka, says: “Frozen shoppers want food that not only tastes great and offers value, but also works around them. Our new packaging highlights how our range
delivers on that. It helps shoppers spot their favourites more easily, understand how to cook them at a glance, and because of the Pukka brand, feel confident they’re picking something that’ll deliver on taste, not only convenience.”
At the heart of the relaunch is Pukka’s Favourites Twin Pack range – pies that bring the same full-on flavour as Pukka’s chilled range, but with the added ease of keeping them in the freezer, ready whenever they’re needed.
Cooking from frozen in around 40 minutes, the range includes Chicken & Mushroom, Minced Beef & Onion, Chicken & Gravy, Steak & Kidney, alongside the new Steak variant (RSP £2.75, 2x165g). With clearer ‘air fry or oven’ messaging and bold colour blocking, they’re designed to be an easy go-to for family dinners or simple midweek meals.
For shoppers looking for something even quicker, Pukka’s Microwaveable pies deliver classic flavours in record time. Ready from freezer to plate in under four minutes, the updated packs feature a bold lightning bolt design and clear ‘4 minutes’ messaging, making full-on flavour in a flash impossible to miss.
Available in Chicken and Steak (RSP £3.25, 2x198g), they use a specially designed patented susceptor to keep pastry crisp, with the added flexibility of air fryer cooking.
Pukka’s Sausage Rolls complete the refreshed range, with updated packaging and new formats designed to unlock even more occasions. Alongside the return of a 4-pack of larger rolls (RSP £2.25, 4x90g), is Pukka’s new 8-pack of snack-sized sausage rolls (RSP £3.25, 8x70g). Cookable straight from the freezer in the oven or air fryer, they give shoppers an easy way to bring those out-of-home lunch and snack moments into the home.
The relaunch lands at a time when frozen remains a go-to for value and convenience, but still faces challenges around perception. While the wider frozen pie category has been under pressure, Pukka continues to outperform, with its frozen pies growing +12% in value and +15% in volume year-on-year, making it one of the only Brands in frozen pies to grow1.
Fisher adds: “Frozen has all the right ingredients – it’s convenient, affordable and flexible. It’s about making sure shoppers can see that clearly when they’re stood in front of the freezer.
For retailers, it’s about backing brands, like Pukka, that shoppers already know and trust. When you combine that with bold, easy-to-shop packaging, you make the whole aisle work harder.”