Premier Foods is revamping Fray Bentos pies

The packaging, which will appear across the whole Fray Bentos range, is more sleek and modern to create increased stand-out on shelf. The new tins will also include catchy names such as 'Rich Steak and Mushroom' to demonstrate a focus on flavour, the pie consumer's key concern.

Worth a significant £20m and growing, Fray Bentos is a key player in the pie market. Fray Bentos pies already hold an exceptional market share - 94.6% of tinned pies and 18.1% of hot canned meats - and hold a loyal following of consumers. Fray Bentos expects these figures to be boosted further by these improvements to the brand.

New variant 'Tender' Just Steak will launch this month as the ultimate “no-nonsense” variety. Designed to appeal to the whole family, this SKU filling contains nothing but steak and gravy, topped with Fray Bentos' signature puff pastry. Steak is a key flavour in the wider pie market and is guaranteed to attract more pie consumers to the brand.

In addition, all recipes across the entire range have been improved, with a 20% reduction of salt per pie and no artificial colours and flavourings. These new healthier recipes will ensure Fray Bentos' further dominance throughout the multiple and independent channels.

Rob Stacey, Marketing Manager for Fray Bentos, says; “The evolution of the Fray Bentos pie has led to the perfect recipes being created. These new modern recipes will attract sales from a wider consumer base without losing our original following of “Great British Blokes”. Premier Foods and Fray Bentos are making it our priority to create the ultimate pie and hot canned meal which can be eaten by any family, couple, or student.”

Fray Bentos 'Tender' Just Steak and the redesigned range are available now. For more information, retailers can contact Premier Foods on 01727 815850. Fray Bentos pies are packed 12 or 6 to an outer.