Holland's Rolls Out New Pie and Pudding Products in UK

Baxenden, Lancashire-based Holland’s Pies has introduced two new four-packs of Chicken and Vegetable Pies and Minced Beef & Onion Puddings. The frozen products are ready to serve, respectively, after three and five minutes of microwave oven preparation.

Noting that Holland’s has a 24% share of the individual pies and puddings market in the United Kingdom, Bill Smith-Coats, sales and marketing director, added: “This launch will only further strengthen our number one position in the category. Chicken is one the fastest selling flavor profiles within the frozen individual pie market, and Holland’s had a gap in its pie range. Research suggests that chicken is the number three choice among our customers when they not purchasing Holland’s products – demonstrating a clear opportunity for the brand.”

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The 2 Sisters Food Group company is the sole supplier of traditional puddings into the frozen retail market, with Holland’s Steak & Kidney Puddings & Guinness Steak Puddings ranked in the top selling lines in the category. The Minced Beef & Onion launch offers shoppers a different flavor profile within the savory pudding category.

Holland’s is regarded as one of the UK’s most revered pie makers. In business for more than 160 years, with frozen product operations starting up in 1981, to this day its recipes exclusively specify prime cuts of British and Irish meat, mature cheddar cheese sourced from Dewlay in Garstang, and carefully selected vegetables to make a wide bill of fare ranging from Steak & Kidney Pies and Lancashire Hotpots to Chicken Balti Pie and Sausage Rolls.