London-based pie delivery brand and wholesaler Willy’s Pies has snagged its first grocery listing with Ocado.
Four individual pies – Beef Shin, Bacon & Ale; Roast Chicken, Rosemary & Leek; Cider Braised Pork, Fennel & Oregano; and Cauliflower, Leek & Cheddar (each rsp: £6) – have been listed by the retailer on a promotional offer of £4.50 per pie for the first four weeks.
“Hand-pressed” in the Willy’s Pies production kitchen in London Fields, the pies contain HG Walter meat and herb-fed free-range chicken.
Willy’s Pies was founded by former chef Will Lewis and Josh Hill in 2020, when it began delivering its products to locked-down Londoners during the Covid-19 pandemic.
Today, Willy’s Pies supplies its products to Arsenal FC and Fulham FC, in addition to independent outlets.
“We’re stoked to be launching with Ocado, which represents a massive step in our expansion,” said Lewis.
“Willy’s Pies is all about delivering comfort and quality, and we’re excited to bring that experience to more customers across the UK.”
Ocado senior buyer Pallavi Purgaus said: “We know our customers love brilliant small brands and making delicious discoveries, so we’re really excited to be working with Willy’s Pies.
“They’ve earned something of a cult following, thanks to the incredible quality of the range.”
Willy’s Pies also secured investment from All Things Butter founders Thomas Straker and Toby Hopkinson earlier this year.
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