Proper Cornish to launch on-the-go pie at IFE ‘15

At this year’s IFE show (22-25 March, Excel London), the UK’s leading handmade Cornish pasty manufacturer Proper Cornish, will introduce customers to its newly launched range of four handheld pies – Steak and Ale, Chicken, Bacon & Leek, Asparagus & Mushroom and the hybrid-inspired Sausage Pie. With continued increases in both purchase and penetration within the Hot Quick and Tasty category, this innovative NPD is targeted to offer consumers a product with a strong point of difference within the pie market.

Building on the brand’s strong pasty expertise and heritage, the launch taps into the booming adult snacking market and challenges existing products that don’t offer truly convenient and mess-free food on-the-go. Proper Cornish has formulated a specially shaped star shell for the range of pies which aims not to drip, dribble or crumb, and each pie is made with short crust pasty and hand crimped before being filled with quality ingredients which are sourced locally where possible. Thanks to hand production and attention to detail the range has a homemade look and taste. The 145g pies, which are sold uncooked and frozen to be freshly baked, can be eaten hot or cold.

The new launches complement the existing, and highly popular, selection of hand crimped pasties, sausage rolls and slices, including other recent innovations from the brand such as its Chorizo sausage roll and Philly Cheesesteak Slice.

Mark Muncey, Marketing Director at Proper Cornish, said: “IFE is a great opportunity to see our existing customers and also introduce new faces to the growing range of pastry products available through Proper Cornish. We’re particularly excited to get industry feedback on our newly launched handheld pies, which we are confident meet consumer demand and address a gap in the market.

He continued: “We’ve seen impressive growth in the pastry products of 12.5% with volume up 17%, and the launch of our new handheld pie range represents a breakthrough in the on-the-go pie sector. We’ve successfully managed to manufacture the pies in a format that can be hand held without any of the filling spilling or dripping out during eating – making the product the ultimate in on-the-go pies.

Setting the brand apart from its competitors, Proper Cornish prides itself on using the finest, freshest ingredients and consistently receives feedback on the superior taste of its products. With an increased consumer demand for quality, coupled with estimates showing that 77% of people snack at least once a day and portability being a key issue for 60%2, there is a clear opportunity for foodservice and retail customers to capitalise on these trends by offering a convenient and tasty solution. Additionally, with 54% of people making their own sandwiches, Proper Cornish’s products provide vendors with items which are hard for consumers to duplicate, providing a stronger reason to buy.

Proper Cornish will be at stand S2749 at the International Food & Drink Event between the 22nd-25th March 2015.