Pie brand Pukka has relaunched its chilled handheld range with colourful new packaging that’s designed to drive stronger standout in fixture, while “improving shopability through clearer flavour cues and easier navigation”.
Rolling out now, the new packaging comes alongside a more considered range, making it easier for shoppers to find the products while still offering plenty of choice.
Joining the existing favourites as a limited edition is a new Cheese & Pickle Slice, inspired by the classic British flavour pairing and “bringing a fresh Spring/Summer twist to the category,” Pukka said.
Isaac Fisher, CEO, said: “Our new packaging brings a distinctive and consistent look across our popular handheld range that’s eye-catching and unmistakably Pukka.
“We’ve used bold colour cues to clearly differentiate flavours, making it easier for shoppers to navigate the fixture, while helping retailers create greater impact in store.
“Before we entered chilled handheld in 2021, the category was beige and uninspiring. We changed that, waking it up with bold, flavour-led products that transformed the fixture and caught shoppers’ attention.
“Since then, the range has delivered strong growth, as demand for convenient, on-the-go options that don’t compromise on flavour continues to rise. Now, with a bolder look, we can take this one step further, making the range work harder in fixture, helping to drive category growth.”
The range is available in wholesale and convenience. The new packaging will start rolling into supermarkets from April 2026, with the 140g Cheese & Pickle Slice carrying an RRP of £1.75.
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