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Pukka relaunches handheld range, new flavour

Pukka

The image displays Pukka’s latest product relaunch, featuring vibrant packaging and a new recipe innovation inspired by traditional British tastes.

Image: Pukka
Andy Marino
By Andy MarinoApr 30, 2026
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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  • Pukka unveils colourful new packaging across its popular handheld range, designed to maximise standout on shelf and simplify flavour navigation for shoppers
  • New seasonal Cheese & Pickle Slice joins the line-up, inspired by classic British flavours and bringing a fresh Spring/Summer twist
  • Relaunched range combines core favourites with world-inspired and seasonal innovation to drive category excitement and attract younger, incremental shoppers

Pie brand Pukka has relaunched its chilled handheld range with colourful new packaging designed to drive stronger standout in fixture, while improving shopability through clearer flavour cues and easier navigation.

The new packaging comes alongside a more considered range, making it easier for shoppers to find the products they know and love, while still offering plenty of choice across a variety of recipes.

Joining the existing favourites as a limited edition is the new Cheese & Pickle Slice, inspired by the classic British flavour pairing and bringing a fresh Spring/Summer twist to the category. This new recipe combines mature Cheddar cheese with potato and sweet, tangy pickle, wrapped in golden puff pastry, delivering a full-on flavour take on a familiar favourite.

Pukka Slices are growing in value by +6.4 per cent and in volume +11.2 per cent year-on-year. Building on this momentum, Pukka’s relaunched handheld range will be supported by a continued pipeline of seasonal innovation, designed to maintain shelf interest and drive incremental sales.

All products are available in wholesale and convenience.

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