Pieminister is relaunching its pie range with new flavours and packaging as it looks to boost repeat purchases - and sales.

New pies include: The Deer Stalker, which it claims is the first venison pie in mainstream retail and will be exclusive to Waitrose among major multiples Peahock, exclusive to Sainsbury’s and Fungi Chicken Pie, exclusive to Tesco. The Free Ranger, which contains free range chicken, is also new.

The pies join the supplier’s existing line-up of classic pie recipes, which have also been overhauled. Ocado will stock all 13 pies in the refreshed range (rsp: £3.49 per 270g pie).

The new look pies, which roll out this month, boast thinner pastry and more generous fillings following customer feedback.

The packaging has also been brightened up and features augmented reality content created by Kudan that allows shoppers with smartphones to access animated serving suggestions and games via the pack. On-box pie tokens can be exchanged for Pieminister goods including mugs, T-shirts, oven gloves and aprons.

Co-founder Tristan Hogg said the changes aimed to encourage greater shopper loyalty, as average repeat rates for the pie category were lagging chilled prepared food. “The category has got very messy as ranges have been swapped and changed and health trends have also had an influence,” he said.

Pieminister recently scrapped its large sweet pies, launched last year.

Sales of Pieminister grew strongly over the past year, up 25% year-on-year to £9m.