Holland’s Celebrates Success of Deep Fill Exclusive Chippy Pies

Holland’s Pies’ Deep Fill pie range available in over 1,300 chip shops across the North West, has seen a successful first few months, delivering double digit volume growth Year on Year.

Following a fantastic response to customer trials, the Deep Fill Pie was launched initially as the BIG EATS range in March 2017 to give chip shop customers approx. 15% more tasty filling. The deeper filled pies are currently on sale throughout the Holland’s heartland across the North West.

Exclusive to chip shop customers, the new Holland’s Deep Fill Pie range, exclusive to chippies, features three of Holland’s Pies’ most popular flavours – Potato & Meat, Steak & Kidney, Cheese & Onion and, brand new to the chip shop range, award-winning Peppered Steak. By continuing with this exclusive range, Holland’s will provide its loyal and longstanding chippy customers with a competitive edge whilst ensuring consumers get more tasty filling in their pie.

Response from the chip shops involved has been overwhelmingly positive, with a host of customers applauding the new initiative. Lynda Bellfield of Bellfield’s Fish & Chips, Burnley, said: “The new Deep fill pies have been very well received with our customers and we’ve seen a marked increase in sales on the Cheese & Onion pie and Potato & Meat pies. We’re really pleased with the new range.” The Todmordan Chippy exclaimed that they were “much happier now with the Deep Fill pie range”.

Neil Billingsley, Commercial Director at Lancashire baker Holland’s Pies, said: “In order to maintain the long-standing relationships we enjoy with our chip shop customers, we know how important it is to listen and understand the challenges they face in today’s market.

“Research shows that shoppers are shopping around more to make the most of their budgets and also that they love our signature taste of our fillings. With this in mind, we worked hard to develop a product that would allow chip shops to differentiates themselves. Being able to offer a Deep Fill pie, with the same great taste, at no extra cost is something we were very passionate about.

“The response we’ve had to date from both customers and consumers to the Deep Fill Pies has been very positive, and we are still listening and working with our customers to get the range, fill and shape just right. We are now expanding the range with the addition of a Deep Fill Steak & Kidney pudding, our most popular product, with 10% extra filling.”

Holland’s are supporting the new Deep Fill pie range with a full point of sale pack, chip shops wanting to find out more information about the full Holland’s range or want to order point of sale can email trade@hollandspies.co.uk or phone 01706 212122.

About Holland’s Pies

Holland’s started life as a baker’s shop in Lancashire in 1851. For over 166 years, its proper tasty range has been baked to a secret traditional recipe, passed down from generation to generation using only the finest of ingredients ever since.

Today the company prepares and bakes over 1.2 million pies every week and Holland’s Pies’ loyal fan base continues to grow with the company receiving recognition in a variety of colourful ways!

Alongside its industry accolades, it has received song dedications, poetry and art installations. It has even been called upon to create unique Holland’s Pies wedding cakes too!

The iconic baker Holland’s employs over 300 people at its Lancashire base and is part of 2 Sisters Food Group. The company enjoys over 80 per cent share of the market in the North West, an area where over 98 per cent of people have heard of Holland’s Pies.

Holland’s Pies are available to purchase through various retail outlets including fish & chip shops, all leading supermarkets; offering frozen, chilled and hot food-to-go. www.hollandspies.co.uk

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