Pukka, the nation’s number one pie brand and number two in total savoury pastries, is launching a brand-new range of grab and go parcels, inspired by iconic flavours from across the world, in what’s set to be its biggest launch yet.
In a bid to bring innovative, full-on flavour to the typically functional savoury pastry category, the Pukka team travelled across the world to discover the vibrant and rich flavours of Jamaica, Mexico and India, using its culinary expertise to bring these iconic tastes back to Brits, with a distinctively Pukka twist.
The three-strong line up of World Flavours Parcels, consisting of Jamaican Jerk Chicken, Mexican Beef and Indian Spiced Vegetable, are designed to boost category growth by offering the convenience of handheld savoury pastry products that consumers love. But Pukka is taking things a step further, by focusing on bold and punchy flavours, alongside vibrant, eye-catching packaging to bring excitement and freshness to the category.
For a taste of Caribbean beach paradise, the Jamaican Jerk Chicken Parcel uses a spicy Jerk sauce, plus is topped with a visual blast of habanero, star anise, turmeric and allspice, giving an authentic full-on flavour recipe. Succulent seasoned Jerk chicken, sweet potato and black turtle beans complete this Parcel.
Next up is Pukka’s Mexican Beef Parcel, which has been seasoned with chipotle chilli, smoked paprika and hints of cumin. Minced beef, kidney beans, peppers and sweetcorn have also been wrapped up in Pukka’s iconic puff pastry, which has been sprinkled with an authentic array of cumin, smoked paprika, chipotle chilli, black pepper and a hint of ground clove.
Completing the new line up is Pukka’s Indian Spiced Vegetable Parcel. Rich flavours of garam masala, coriander and cumin are combined with spiced potato, peas, cauliflower and spinach to bring the essence of South Asian street food markets to plates and hands across the country. The Parcel has been sprinkled with Nigella seeds, fenugreek, cumin, coriander and a pinch of turmeric.
Isaac Fisher, CEO at Pukka, says: “As a British brand catering to a beautifully diverse audience, it’s incredibly important that we’re celebrating as many cultures as possible with our product range, which is why we have launched our Pukka ‘World Flavours’ grab and go parcels.
“When developing the products, our top priority was coming up with something that tasted great and felt authentic. That’s why we travelled the world, visiting Jamaica, Mexico and India, to bring a taste of these iconic culinary destinations to the UK, of course adding our signature Pukka stamp along the way – and we are excited to see the range come to life.
“This launch will shake-up the category, adding vibrancy and great taste. Shoppers typically perceive handheld savoury pastries as a convenient way to refuel, but we’ve identified a gap in the market to bring fun and full-on flavour back to the category with our World Flavours Parcels.”
Pukka has a proven track record of launching bold flavour combinations, with recent innovations including Pepperoni Pizza, Doner Kebab and All Day Breakfast. In fact, over the past year, Pukka NPD has added £4.5 million to the category and brand.
Fisher adds: “We’re constantly looking for ways to revolutionise and redefine the category and, given that everything we do is rooted in full-on flavour, consumers trust us and have given us permission to explore the flavours that the world has to offer.
“From the fiery feasts of Mexico to the colourful creations of the Caribbean, we’re celebrating real people, real food and real lives in a distinctively Pukka way. This new range not only invites a younger audience to explore savoury pastries, but also makes these exciting flavours accessible to our loyal fans who may not have tried them before.”
This launch follows hot on the heels of Pukka announcing its ambitious five-year plan to supercharge growth to become the leading brand in the total savoury pastries category. Pukka first made its debut into handheld products in 2021, which today includes sausage rolls and slices that are growing four times faster than the category. Pukka’s World Flavours launch marks another key step towards achieving this goal.
The Pukka World Flavours range – including the Jamaican Jerk Chicken Parcel, Mexican Beef Parcel and Indian Spiced Vegetable Parcel – will be available in Morrisons stores from the 9th October, followed by Tesco and ASDA from November (130g, RRP: £1.50). The range will also be available in the convenience and wholesale channels. To make the launch unmissable, it will be supported with marketing activity across PR, digital and shopper – as well as a brand TV advertising campaign.
