Pukka has unveiled its “biggest-ever brand redesign”, rolling out a new look across its chilled pie range.
The redesign sees Pukka’s signature orange boxes replaced with recipe-specific coloured packs, a move designed to “stand out at fixture and make favourites easier to find”, according to the brand.
The new colour coding – which matches existing coloured foils for Pukka’s pie flavours – would allow shoppers to “immediately distinguish” between recipes, Pukka said. All Steak is now in a black box, while Minced Beef & Onion is in red and Cheese, Leek & Potato is in green.
The new packs also feature a “supersized” Pukka logo and product imagery.
“Shoppers love being able to spot their Pukka favourites through the coloured foils, so we’ve put these recipe colours at the heart of the design so they can find their favourites at a glance – much like they would navigate the crisp aisle,” said Issac Fisher, CEO at Pukka.
In its own consumer testing, the final design was liked by 85% of respondents, Pukka said [Vypr Sentiment 2026].
Refreshed packs will hit shelves this month, accompanied by a “major activation plan” set to be announced soon.
The redesign will also feature improvements to readability on back of packs, making it easier for shoppers to navigate ingredients and nutritional information. Meanwhile, clearer cooking instructions were designed to “create a more seamless journey from pie aisle to plate”.
Each pack will also carry its own QR code, giving shoppers easy access to additional product information.
The overhaul follows Pukka’s move to orange boxes six years ago, which removed plastic windows as part of a sustainability drive. Since then, Pukka said its value sales had grown 33%, from £62m to £82.5m, citing NIQ data.
“Six years ago, we transformed the pie aisle with our orange packaging and built one of the most distinctive brand blocks in the category,” said Fisher. “Now, we’re ready to drive it forward again with a completely new design that brings even more confidence, colour and impact to the fixture, proudly reflecting our status as one of the category’s most recognisable brands.”
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