Pukka, the nation’s number one pie brand, has teamed up with fast-growing condiment disruptor Sauce Shop® to launch the limited-edition Pukka x Sauce Shop Buffalo Chicken Pie – a bold new NPD designed to inject fresh excitement into pie fixtures and drive incremental value for retailers.
United by a shared mission to put flavour first, Pukka and Sauce Shop have combined their expertise to create a launch that delivers on taste, fires up the savoury pastry aisle and attracts flavour-seeking, younger shoppers.
The new Buffalo Chicken Pie features succulent chicken marinated and cooked in Sauce Shop’s best-selling Buffalo Sauce, with its spicy Jalapeño mash and added tangy mature cheddar cheese – all encased in Pukka’s signature 144 layers of crisp puff pastry. The recipe was developed through close collaboration between Pukka’s chefs and Sauce Shop’s founders, carefully balancing two iconic products into one bold flavour fusion.
Limited editions have played a key role in Pukka’s category success, with previous launches delivering £1.4m of added value, 70% incremental sales and a 10% uplift in younger consumers. This latest collaboration builds on that momentum – using flavour, relevance and cross-brand appeal to drive further penetration.
“We wanted to collaborate with a brand that shares our passion for putting flavour first and Sauce Shop was the perfect fit,” said Pukka’s CEO Isaac Fisher. “Together we’ve created a limited-edition launch that taps into growing demand for bold, on-trend flavours and brings fresh relevance to the category. Not only will it excite existing fans, but it will also attract new, younger shoppers and drive incremental sales. Limited editions bring energy and excitement to the category – and we believe this could be our most successful yet.”
Pam Digva, Co-Founder of Sauce Shopadded:“At Sauce Shop we’re passionate about real flavour and real ingredients, so teaming up with a British icon like Pukka is something we’re proud of. Together, we’re bringing bold, on-trend flavour to one of the nation’s favourite pies and we can’t wait to see how shoppers respond.”
The launch will be supported by PR and social activations across both brand channels. On-pack pairing suggestions from the wider Pukka and Sauce Shop ranges have been designed to drive trial across both savoury pastry and condiments.
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