Rolling out in multiples this month, the four-strong range features Bramley Apple Lattice Pies and Bramley Apple & Blackberry Lattice Pies, both priced £2.49 for a multipack of four 142g pies, as well as two single Upper Crust variants in Rhubarb & Raspberry and Apple, Plum & Cinnamon.
The company is hoping to breathe life into the struggling frozen desserts sector with the offerings, which it said should fill a gap for “real desserts that offer consumers home baking for the freezer”. RHM Frozen’s marketing controller Alison Wright said: “The number of consumers who know how to, or have time to, bake is decreasing - yet there is a growing demand for traditional, quality British desserts.”
The frozen desserts and confectionery market fell 5% to £249m in the year to March 27, 2005 (TNS Superpanel).
McDougalls’ entry to frozen desserts follows hot on the heels of Chicago Town, which recently branched out into desserts, and Sara Lee’s relaunch of its frozen desserts.
McDougalls is also giving its multi-pack savoury pie range a revamp with new packaging and recipe improvements, including a reduction in salt.