Continuing to shake up the pie scene Willy’s Pies, the artisan pie brand known for its commitment to quality and innovation, is excited to announce its first retail listing on online retailer Ocado, outside of independent outlets.
Live online, the week of 23rd September, four of Willy’s Pies will be available on Ocado priced at £6 (£4.50 for initial four weeks).
Crafted in their production kitchen in London Fields, Willy’s ‘hand pressed,proper pies’ are made with high quality produce, including HG Walter meat and herb-fed free range chicken.
Ocado will be selling Willy’s Pies exclusively for the upcoming months, offering customers four delicious SKUs:
Beef Shin, Bacon and Ale
Roast Chicken, Rosemary and Leek
Cider Braised Pork, Fennel and Oregano
Cauliflower, Leek and Cheddar
Founded by ex-chef Will Lewis (St. John, Rochelle Canteen and Brat) and Josh Hill, Willy’s Pies began delivering its goods during the first lockdown in 2020. Fast forward four years, this Ocado listing marks a significant milestone in the company’s growth, following an impressive 49% YOY sales increase from 2022/23 to 2023/24.
Will Lewis, co-founder of Willy’s Pies, commented: “We’re stoked to be launching with Ocado, which represents a massive step in our expansion. Willy’s Pies is all about delivering comfort and quality, and we’re excited to bring that experience to more customers across the UK. From the stands at your local football club to the supermarket shelves, we want to elevate the humble pie.”
Pallavi Purgaus, senior buyer at Ocado, added: “We know our customers love brilliant small brands and making delicious discoveries, so we’re really excited to be working with Willy’s Pies. They’ve earned something of a cult following, thanks to the incredible quality of the range and – as the first supermarket to stock them – we’re thrilled that we can give pie-lovers around the country a chance to try them.”
This listing with Ocado follows Willy’s Pies successful partnerships with Arsenal FC and Fulham FC, further solidifying the brand’s presence in the market. Earlier this year the brand received investment from ex-footballer Ian Wright and more recently Thomas Straker and Toby Hopkinson, the co-founders of All Things Butter.
