The Cobbler is described by Holland’s as a “hearty dish in a rich gravy” topped with a traditional savoury pastry scone.
In short, it’s a pie that comes with less pastry.
The frozen newcomer sits in a foil tray and comes in two varieties - steak or chicken.
Cobblers serve two people at an rsp of £2.18.Holland’s believes it should attract consumers who are looking for a healthier alternative to traditional pies.
The Cobbler is being rolled out to Tesco stores in the north west of England this month and to other stores from February.
And in conjunction with Tesco, Holland’s is planning a three-month campaign in order to build awareness of the dish using poster advertisements outside Tesco stores, in-store activity and sampling. “It’s new, it’s different, but it’s still an original Holland’s,” said trade marketing manager Paul McCann.