23 Apr 2007


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Square Pie range launched in 71 Sainsbury's stores

Source : IncrediBull Ideas
Pies from pie retail chain Square Pie will put the traditional British pie back on the nation's shopping list when they go on sale in selected London Sainsbury's stores on 18 April.

Pies from pie retail chain Square Pie will put the traditional British pie back on the nation's shopping list when they go on sale in selected London Sainsbury's stores on 18 April.

Square Pies use only the best 100% quality, natural ingredients. Using hand-diced British meat and the best fresh vegetables, Square Pie upholds its commitment to quality by steering clear of artificial additives, E numbers, preservatives and hydrogenated vegetable oils. Every recipe and pie is carefully crafted by pie expert and founder Martin Dewey and his team of specialist chefs.

The Square Pie Sainsbury's range

Sainsbury's has launched the Square Pie selected range across 71 stores in London. Specially created for the supermarket by Square Pie, the range called Take Me Home and Bake Me is based on Square Pie's three best sellers from its own chain; Steak and Ale made with real, rich Guinness, Lamb and Rosemary, and Steak and Mushroom. The pies are the only ones on the market to have a shortcrust pastry base and a puff pastry top. The pastry is un-cooked so customers can recreate the authentic pie experience in their own homes.

Dispelling the myths

Square Pie is campaigning hard to dispel the myths about the traditional pie after six years of positive feedback from customers and loyal fans. While acknowledging that any pie worth baking will never be super low fat, the Square Pies contain on average a very respectable 13g of fat per 100g. In fact, the Cottage Pie is a dainty 6g of fat per 100g. A Square Pie contains mainly good fat i.e. no hydrogenated vegetable oil and a bit of saturated fat from the meat.

Martin Dewey, founder of Square Pie, commented: "We're committed to creating pies that people will love, and we believe that a true pie experience should be fun and enjoyable with no compromise. We're delighted that the new Square Pie partnership with Sainsbury's will mean more people can join the pie revolution by putting pies back on their shopping list where they belong."

The Take Me Home and Bake Me range will be available across 71 Sainsbury's stores in London from today (April 18th) at a special introductory price of £3.29. To complete the Square Pie commitment to quality, every pie comes in trendy, deli-style box packaging and is fully biodegradable.

For nutritional information regarding Square Pie, please visit www.squarepie.co.uk

Square Pie research across its chain of London stores shows that today's pie buyer dispels the myths of the age-old clichéd pie eater. The Square Pie customer is just as likely to be female as male, and transcends all ages from children through to grandparents.

Square Pie was launched in 2001 in Spitalfields Market, London
Opened further London sites in Selfridges Food Hall, Canary Wharf, The Brunswick Centre in Russell Square, Heathrow Terminal 1, Lords, Twickenham including stalls at Glastonbury & London Marathon

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