Bakery specialist Wrights is marking its 100th anniversary with the launch of two limited-edition products designed to help operators tap into premium, heritage-led bakery: the Centenary Chicken, Leek & Bacon Pie and the Centenary Caramel Custard Slice.
Landing in wholesale from April, the launches draw on a century of baking expertise while offering versatile, ready-to-finish formats suited to pubs, cafés, bakeries and food-to-go.
Headlining the range is the Centenary Chicken, Leek & Bacon Pie, created in collaboration with Great British Menu chef Thom Bateman. The recipe features chicken thigh, leek and bacon in a rich, creamy sauce, encased in cheese shortcrust pastry with a puff pastry lid and finished with a bacon crumb for added flavour and texture.
“Wrights has such a deep heritage in baking, so the goal was to honour that craftsmanship while bringing a fresh approach to flavour and texture,” said Mr Bateman. “The result is a pie that is hearty, indulgent and incredibly satisfying. It’s a celebration of everything Wrights stands for, and I can’t wait to see operators across the country serving it.”
The pie was developed with input from Peter Wright, former Chairman and CEO and grandson of the founders, helping ensure the finished product reflects both the brand’s heritage and modern menu expectations.
Supplied frozen and unbaked n a 245g format, the pie can be baked off in around 30 minutes, giving operators flexibility across dine-in and grab-and-go. It is positioned as a premium centre-of-plate option for pubs and restaurants, while also offering strong appeal for hot counters looking to trade customers up.
On the sweet side, the Centenary Caramel Custard Slice offers a new take on one of Wrights’ best-known products. The 170g slice layers smooth caramel custard between crisp puff pastry, finished with caramel icing, giving cafés, bakeries and retail outlets a premium sweet option with strong visual and taste appeal.
Like the pie, the slice is supplied frozen and unbaked, allowing operators to defrost as required and better manage waste while maintaining product quality.
Both products will also appear in Wrights’ own retail shops across Staffordshire, via its delivery vans and in selected forecourts from March, with the pie timed to coincide with British Pie Week. As part of the centenary activity, 10p from every limited-edition pie sold in Wrights shops will be donated to Macmillan Cancer Research.
Helen Bowyer, Commercial Director – Foodservice at parent company The Compleat Food Group said the launches were designed to honour the brand’s past while supporting customers today. “Reaching 100 years is a huge milestone for Wrights. These products celebrate what we’re known for while giving operators something new and relevant for their menus and counters. They combine heritage with the premium quality and convenience the market is looking for.”
Founded in Stoke-on-Trent in 1926, Wrights has grown into a major UK bakery supplier. The centenary range forms part of a broader year-long programme including retail investment, new store openings and customer engagement activity.
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