Pork Farms relaunch emphasises heritage

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Savoury pastries producer Pork Farms is marking its 80th anniversary with a £1m relaunch and a new range of slices.

The company will be hoping the revamp can boost sales, which slumped 19.8% by value year-on-year to £31.9m [Nielsen 52w/e 25 December 2010].

The new packaging is designed to flag up the company's heritage it carries the strapline 'Making & Baking since 1931' and set it apart from Wall's, which entered the savoury pastries market last September with modern recipes and pie names.

"Savoury pastries is exceptionally tough and competitive," said Pork Farms marketing head Andy Napthine, adding that according to Kantar data the company had grown branded sales by 6% in the year to 23 January.

New filled pastry slices come in chicken & mushroom, chicken & bacon, peppered steak and cheese & onion (rsp: £1.69).

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