Mar 08, 2018
Who ate all the pies?
by Becky Reid - Account Director
Did you know that the most expensive pie cost £8,195? It’s true, according to The Guinness Book of Records! On 14th November 2005, eight guests at the Fence Gate Inn, Lancashire, UK paid £1,024 per slice. The pie's ingredients included Japanese wagyu beef fillet, Chinese matsutake mushrooms (which are so precious, that they are harvested under guard!), Winter Black truffles, French Bluefoot mushrooms, gravy made from two bottles of vintage 1982 Château Mouton Rothschild wine at £1,000 each and finally the pastry was topped with edible gold leaf.
Whilst you would have to be a very dedicated (and rich) pie fan to indulge in one of those particular pies, there are many other pies that I’m sure wouldn’t be far behind in deliciousness and were celebrated from 5th – 11th March 2018 during British Pie Week.
According to independent research by Toluna, 75% of people enjoy a pie at least once a month so it is unsurprising that brands and chefs alike have been quick to jump on this nationally recognised campaign this year.
Jus-Rol, having created the event back in 2007, continue their association with the event with the launch of a live chatbot, ‘Pie Pal’, on their website, which is on hand every day to help solve any pastry problems and help users to find the perfect tasty recipe, tailored to the ingredients they may already have in their cupboards.
Pukka pies went down a slightly different route and, with the help of Freddie Flintoff, launched the “The Great Pie Debate” asking consumers to vote online for what their favourite accompaniment is… chips or mash? With £100 to be won each day during the week along with hundreds of pies, some would say that was a ‘Pukka’ promotion!
To celebrate the highlight of the pastry calendar, Higgidy gave away 500 pieces of Higgidy homeware – from butter dishes to utensil holders, consumers could add a touch of Higgidy to their kitchens. Entrants have to describe their favourite pie occasion to be in with a chance of winning.
Finally, Pieminister offered pie and mash for £5 in their cafés along with a free apron for all pies ordered through their website until 11th March.
Pastry sales saw a significant uplift between the last week of February and British Pie Week, with a 20% year-on-year rise in units sold during that period in 2017 compared to 2016, according to Nielsen. I will be interested to see whether that uplift is even greater this year, with the event gaining more recognition than ever before.
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