Sainsbury's Tastes the Proper Cornish Difference

02 July 2008

Bodmin-based Proper Cornish Food Company has won a major contract to supply Sainsbury's with a premium, chilled ‘Taste the difference' Traditional Cornish Steak Pasty. Handmade in Cornwall and using locally sourced ingredients where possible, the new Sainsbury's Taste the difference pasty will be available at Sainsbury's stores across the country this summer.

 

The Sainsbury's contract is yet another significant development in the expansion of the family run Cornish food business, which is the UK's leading handmade pasty manufacturer. Proper Cornish Food Company prides itself on producing authentic, great tasting pasties for the more discerning consumer - an ethos which matches the thinking behind the Sainsbury's Taste the difference range.

 

"Thomas Munoz the buyer for Pies & Quiches from Sainsbury's commented: "Our Taste the difference range is all about quality, authenticity in sourcing and most of all, great taste, Proper Cornish Food Company more than meets this criteria. The company's focus on using only the finest, natural ingredients and its traditional approach to pasty-making make them a key supplier for Sainsbury's going forward. The introduction of a traditional Cornish pasty to the range meets the growing demand for top-quality, convenient food that can be eaten on the move."

 

The on-the-go savoury food market remains buoyant, with four in ten consumers reporting that they buy savoury pastries on the go. Cornish pasties remain in favour with consumers, forming the largest sector in the savoury on-the-go market. This significant contract win is another success story for Proper Cornish, which recently launched it's own branded, pre-packed chilled range of pasties and a new range of ‘grab and go' mini Cornish shortbread biscuits.

 

Phil Ugalde, Proper Cornish Food Company managing director and co-founder said: "We are delighted that our Traditional Steak pasty has been selected to form part of Sainsbury's well regarded Taste the difference range. Proper Cornish pasties are made using the best quality ingredients ensuring they taste delicious hot or cold, making them the ideal choice for those consumers who are always on the go.

 

"Our Traditional Steak Pasty is made to an age-old family recipe and baked the traditional way in Cornwall. At Proper Cornish we produce a large variety of exciting and delicious pasty fillings which are all extremely popular, however the Traditional Steak pasty remains the consumer favourite and is our best selling product to date. Sainsbury's Taste the difference range embodies everything that Proper Cornish is about, and we look forward to developing our relationship further with the store."

 

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For more information or images please contact Edith Barton-Harvey or Kimberley Holder at Grayling on 0117 922 7799 or email: edith.barton-harvey@uk.grayling.com

Notes to Editors:

Proper Cornish Food Company is the UK's leading handmade Cornish pasty manufacturer, with a turnover of £9m+ and 180 members of staff. Based in Bodmin, Cornwall, the company has been in the pasty making industry since 1988 and is an expert in producing high quality, authentic Cornish pasties, hand-making a whopping 15,000,000 pasties per annum!

 

In September 2007, Proper Cornish Food Company announced a £200K investment into updating its brand identity to better reflect the company's key product messages of provenance, premium and quality.

 

The investment forms part of Proper Cornish Food Company's wider marketing strategy to extend its bakery product offering. The new branding now features on everything from swing signs outside local bakeries to new delivery van livery. The Proper Cornish website has also been revamped to reflect the new branding and to provide greater detail of the company's history and product offering.