Who’s been doing what?
Focus On: Savoury Pies & Pastries
By Rob Brown (rob_j_a_brown@hotmail.com)
Publishing: 22 November 2025
Advertising deadline: 7 November 2025
Submissions deadline: 31 October 2025
As Brits’ eating habits continue to evolve at pace, savoury pastry brands are coming up with new formats such as the recently launched pastry parcels, pockets and toasties.
- Who’s been doing what in the past year?
- What’s fuelling this innovation?
- What kind of meal occasions are they aimed at?
- How big of an opportunity is lunchtime?
- How are they performing at the tills?
- And how else is the savoury pies & pastries changing?
- What are the trendiest fillings – and why?
In-store marketing, merchandising and theatre
- How are retailers trying to improve shopping experiences in store and online?
- To what extent is this is helping different retail groups win share and create points of difference?
Brands v own label
- How has the balance between brands and own label has changed over the past year?
- Which retailers have been pushing own label products the most in the past year?
- How are brands fighting back? How do they compare on price, product quality and the like?
Marketing
- How are the big brands using their marketing budgets to convince shoppers to continue putting them in their baskets?
- How reliant are they on celebrity endorsements, primetime TV ads and digital?
- And how can challengers with shallower pockets cut through the noise?
Retail share
- How are retailers managing the category in terms of ranging, promotions and balancing brands and own label product assortments?
- How are brands working with retailers to create excitement in the fixture?
- Which retailers are in strongest growth and why?
Innovation
- We will profile four new interesting products or ranges, ideally ones that have not appeared in The Grocer before. We need launch date, rsp, and a hi-res picture of each.
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