Hitting the chilled fixture this week, Wall's Fully Loaded Hot Pies (rsp: £1.79 per 200g) come in five flavours: Smokey Sizzler (chicken & bacon); Curryful Korma (chicken korma); Smokin' Hot Cajun (Cajun chicken); and Hot 'n' Chilli (chilli beef).
The modern recipes and names were designed to appeal to younger consumers, said Kerry. The pies also featured thinner short-crust pastry and meatier fillings in response to consumer research, it said, adding that it might introduce a family-sized pie range in the future.
"There is feeling among consumers that pies are boring, with stodgy pastry and a disappointing amount of meat things we have considered with the development of Fully Loaded," said Kerry's marketing director, Derek Williamson. "They will shake up the pie sector."
The launch comes 18 months after Wall's rolled out a 12-strong Full of Filling range of savoury pastries, which included pork pies. Fully Loaded would take the brand in a more modern direction, said Williamson.
Wall's pastries, including Fully Loaded, would overtake its £33.6m sausage business over the next year in terms of market share [Nielsen 52w/e 7 August 2010] , he predicted. "This move is reflective of our investment in innovation a key part of our wider company strategy," he added.
Packaging will feature the blue and red of Wall's core sausages line, which, Williamson said, had been adopted by the Full of Filling range earlier this month, replacing the traditional butcher's-style brown paper.
"The savoury pastries have sold phenomenally well but the blue and red design had better shelf standout and achieves a whole brand identity with the sausages."
The range would benefit from the recognition of the Wall's brand and Kerry's expertise in ingredients and pie manufacturing, Williamson said, as it already produced own-label hot pies for the multiples.