Holland’s Pies is hoping to boost sales - and steal share from the own-label pie market - by selling ready-to-eat pies via heated display units across Tesco stores in the North West.

The Holland’s-branded display units feature nine pies, including three new variants: a creamy chicken slice, bacon & cheese turnover and an apple slice (rsp: £1.25 per pie or £2 for two). 

Rolling out now to 58 Tescos across Greater Manchester, Merseyside and Lancashire, the deal marks the first time hot Holland’s Pies have been sold in a supermarket on this scale. “This is a great first for Holland’s and a testament to the popularity of the brand in the North West, despite the growing success of own label,” said spokesman David Girdler.

Lancaster Brewery has teamed up with bakery Greenhalgh to launch a frozen Steak & Ale Pie (rsp: £2.95/ twin-pack) into 34 Asdas in the North West and South Cumbria.