Pukka, the nation’s number one pie brand,[1] has relaunched its popular chilled handheld range with bold, colourful new packaging that’s designed to drive stronger standout in fixture, while improving shopability through clearer flavour cues and easier navigation.
Rolling out from April, 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.
The All Steak Slice and Chicken & Mushroom Slice take inspiration from Pukka’s two bestselling pie recipes, bringing favourite full-on flavour you can enjoy on the go. Pepperoni Pizza Slice adds something unique to the fixture, helping to attract younger shoppers, while Jerk Chicken Slice is a bold, world-inspired flavour that broadens appeal and brings something new into the category to drive growth.
Joining these 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.
“Our new packaging brings a distinctive and consistent look across our popular handheld range that’s eye-catching and unmistakably Pukka,” says Isaac Fisher, CEO at Pukka. “We’ve used bold colour cues to clearly differentiate flavours, making it easier for shoppers to navigate the fixture, while helping retailers create greater impact in store.
“Before we entered chilled handheld in 2021, the category was beige and uninspiring. We changed that, waking it up with bold, flavour-led products that transformed the fixture and caught shoppers’ attention. Since then, the range has delivered strong growth, as demand for convenient, on-the-go options that don’t compromise on flavour continues to rise. Now, with a bolder look, we can take this one step further, making the range work harder in fixture, helping to drive category growth.”
Pukka Slices are growing in value by +6.4% and in volume +11.2% year-on-year[2]. 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.
Fisher adds: “At Pukka, we’re all about delivering the full-on flavour people already know and trust, while introducing innovation that genuinely adds something new for shoppers – whether that’s tapping into global flavours or reimagining British classics like Cheese & Pickle. It’s that balance of the familiar and the new that keeps the range relevant and helps drive continued growth.”
Pukka’s new Slices packaging will start rolling into supermarkets from April 2026, with the Cheese & Pickle Slice launching in Morrisons from 15th April on a £1 promotion, and Asda from May (140g, RRP £1.75). All products are also available in wholesale and convenience.
