Pukka has unveiled a “bold” redesign for its frozen portfolio and launched two new products as it taps into demand for quick meals.
The pastry brand has rolled out refreshed packaging across its core frozen range, featuring “clearer flavour colour cues and simple cooking flashes”. The new look is designed to “stand out in the freezer and take the guesswork out of mealtimes”, it said.
Pukka has also added a twin-pack Steak Pie (rsp: £2.75/2x165g) and an eight-pack of Sausage Rolls (rsp: £3.25/8x70g) to its frozen range.
The move comes as frozen shoppers continue to look for “quick, flexible meals and snacks that deliver full-on flavour and work around busy lives”, the brand said.
Its research found frozen shoppers are often more price-conscious but equally focused on convenience, with many seeking products that are quick to prepare and easy for everyone in the household to cook.
Pukka said the relaunch lands at a time when frozen remains a go-to for value and convenience, but still faces challenges around perception. Sales of its frozen pies have increased by 12% in value and 15% in volume terms year on year, making it “one of the only brands in frozen to grow”, it added [NIQ 52 w/e 14 March 2026].
“Frozen shoppers want food that not only tastes great and offers value, but also works around them. Our new packaging highlights how our range delivers on that. It helps shoppers spot their favourites more easily, and understand how to cook them at a glance,” said Isaac Fisher, Pukka CEO.
“Frozen has all the right ingredients – it’s convenient, affordable and flexible. It’s about making sure shoppers can see that clearly when they’re stood in front of the freezer.”
No comments yet