Pukka has unveiled its “hottest pie to date” – limited-edition Chicken Vindaloo.
The NPD (rsp: £2.25/205g), which is Pukka’s first “four-chilli rated” pie, combines chicken pieces with a “fiery” Vindaloo sauce, made with habanero and bird’s eye chilli, and topped with flaky puff pastry.
It will hit Tesco on 13 April, ahead of a wider rollout, in time for the Fifa men’s World Cup this summer (11 June-19 July).
“Pukka and football go hand-in-hand, so there was no better time to launch this new pie as we head into a huge summer of international football, particularly when England fans relate vindaloo so closely to the game,” said Pukka CEO Isaac Fisher.
“Launching at such a culturally relevant time, we knew this pie had to bring the heat, and it’s not for the faint-hearted.
“We’re confident this launch will unite younger spice lovers, loyal pie fans and football fanatics, helping retailers drive excitement and incremental growth within the category,” Fisher added.
This isn’t the first time Pukka has launched a spicy pie in the hope of driving incremental sales. In October, it partnered with Sauce Shop to launch a co-branded Buffalo Chicken Pie (rsp: £2.25/205g).
Rival savoury pastry brand Ginsters is also hoping to capitalise on shoppers’ growing appetite for spicy snacks. Earlier this month, it teamed up with hot sauce brand Frank’s RedHot to launch Buffalo Chicken Pocket (rsp: £1.30/100g).
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