Pieminister has moved into quiches in a bid to “attract a younger audience” to the category.
The Bristol-based piemaker has debuted “deep dish” quiches in Eggs Benny and The Swiss. Both have landed in Waitrose stores and online via Ocado, Amazon and DTC (rsp: £3.65/220g).
Eggs Benny contains free-range British ham, spinach and vintage cheddar, whilst The Swiss features emmental, potato, leeks and vintage cheddar. Both use a wholegrain seeded pastry base and are intended to be consumed as a single-serving.
The products are manufactured in-house on Pieminister’s existing pie line, and packaged in fully recyclable cardboard.
The quiche category traditionally overindexed with older shoppers and was dominated by “questionable ingredients, poor pastry and formats”, Pieminister said, citing insight from its own survey of 3,300 quiche buyers.
However, there was demand for “elevated versions of classic recipes” with “strong protein credentials” among shoppers in the 18-35 age bracket, the supplier noted.
Its new quiches had been “built directly around those insights”, it added.
“The category is huge, but our pie fans tell us that most of what’s currently on shelves overpromises and underdelivers,” said Pieminister co-founder Tristan Hogg. “We’ve spent the last two years building a quiche format worthy of the Pieminister name, and we genuinely think we can do to quiche what we did to pies.”
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