Pie in the sky? Peter's aiming high with Red Bull (and steak) pastry

Peter’s Pies is hoping to give you wings - after teaming up with Red Bull to launch a meat pie infused with the well-known energy drink.

The piemaker will test the new steak-filled Bull & Red Bull pies for free on 13,000 existing retail and foodservice customers in the next few weeks, offering them ‘the ultimate kick-start to any day’. The company hopes to roll them out more widely later this year, priced at £2.49 per 220g pie.

Peter’s Food Service MD Neil Court-Johnston said the new pies formed part of a wider series of 220g ‘specials’ the company was looking to launch later this year, providing a twist on existing pie recipes.

“Peter’s has always been an innovative pie company and we are determined to remain at the forefront of new ideas with products that not only turn heads but taste incredible,” he said. “I can honestly say this pie ticks all those boxes and we are genuinely excited about rolling it out.”

Last November, Peter’s launched a range of 30% larger pies for foodservice, billed as ‘bigger and better’ while retailing at the same price - £2.49 - as the smaller products they replaced.

The new pies, which were promoted by Shirley Bassey and included Steak, Steak & Kidney, Minced Beef & Onion, Chicken & Mushroom and Meat & Potato fillings, provide a donation to charity Noah’s Ark Appeal, which supports the Children’s Hospital for Wales in Cardiff.

Sales of Peter’s pies stood at about £75m at the end of 2011 - up 15% year-on-year.