Holland’s Pies rolls out new packaging across retail range

Holland’s Pies has unveiled a new look and launched smaller case sizes across its chilled and frozen range.

The packaging, which is on sale this week, will be added to Holland’s line of pies, puddings and pastries as the company aims to attract new consumers.

The branding retains Holland’s traditional gold logo which includes the historic black and white photography from the Holland’s archive.

Maintaining the brand tagline, ‘a proper Lancashire baker’, Holland’s said the new packaging “has real potential to stand out on-shelf whilst still being recognisable to existing and loyal customers”.

Bright colours, enticing product photography and repositioning product shots on front of pack aim to make it easier for customers to shop the range to clearly identify each flavour. A new font has been transformed with a more contemporary feel, whilst still maintaining a vintage theme.

Finally, smaller case sizes across both chilled and frozen categories have been introduced to drive distribution in small stores, on the back of retailer feedback.

The move follows on from Holland’s upgraded packaging of its food to go range which was unveiled in 2016.

Holland’s Pies Commercial Director Neil Billingsley hopes to build the brand outside its heartland in north England.

“With our new snacking proposition and moving our chilled products into this area, we hope to answer both retailer and consumer feedback in showcasing what Holland’s is all about,” he said.

“As one of the country’s oldest bakers of pies and puds, we look forward to seeing this change drive incremental sales to the category.”