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Pie players have put a lid on decline. Volumes are flat in chilled pies, but compared with last year’s soggy-bottomed results (when volumes were down 1.5% and value up a modest 1.9%), value growth of 2.4% this year [Kantar Worldpanel 52 w/e 16 August 2015] is as welcome as a pastry product at a picnic. 

With customers willing to pay more for the pies they eat, the category has put on £5.6m in a year. But even while price rises and increased frequency offer double-crust delight to the nation’s piemakers, they must cook up a way to drive volume growth.

So what can be done to boost volumes? And what lessons can piemakers take from the booming meat snacks sector, which is enjoying continued value and volume growth?

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