Pie brand Pukka is rolling out a new packaging design across its entire chilled pie range, replacing its orange boxes with recipe-specific colours aimed at making products easier for shoppers to find.
The redesign will see each pie variety given its own colour identity, while Pukka’s orange logo remains a consistent feature across the range. The new packs also place greater emphasis on product imagery and coloured foils to help shoppers distinguish between recipes.
Examples include All Steak in black, Minced Beef & Onion in red and Cheese, Leek & Potato in green.
Pukka said the redesign follows six years of growth since the introduction of its fully orange packaging, which replaced plastic windows as part of a move to more sustainable packaging.
The new packaging also features black text on a white background on the reverse of packs to improve readability, alongside clearer cooking instructions.
Each product will carry a QR code linking shoppers to additional product information.
The redesign will also be reflected across wider brand activity, with launch support planned in the coming months.
The new-look chilled pie range will begin rolling out from the end of August in 205g packs with an RSP of £2.25.
