Peter’s Food Service - producer of Peter’s Pies - is expanding its range of Heinz-branded products.

From this month, the company will begin rolling out licensed pies and pasties under the male-focused Heinz Big brand.

Heinz produces ambient soup and frozen and canned ready meals under the Big brand.

The first Peter’s Big products - 235g chicken & bacon and steak, potato & HP brown sauce pies - are rolling out this month (rsp: £1.65). Three more pies - steak & onion, steak & vegetable, and chicken & leek - will roll out in April alongside four 180g Big pasties: meat Feast; steak, potato & HP brown sauce; chicken & bacon; and Angus steak & vegetable. All will be manufactured and marketed by Caerphilly-based Peter’s.

“Heinz Big is particularly enjoyed by males; we believe Big pies and pasties will attract new male consumers,” said Chris Isaac, Heinz Big brand manager at Peter’s.

The Big pies debut comes 10 months after Peter’s launched Heinz-branded pastry slices and sausage rolls.

This range is now stocked in retailers including Tesco, Asda, Morrisons, The Co-op Group, Spar, Nisa, Lidl, Budgens, and Welcome Break, and Peter’s said it expected the products’ retail sales to hit £15m in its first year.

“The success of the Heinz slices and rolls range exceeded our expectations and distribution continues to grow,” said Peter’s marketing director Clare Morgan. “The positioning of the Big brand made it the ideal next step in our Heinz licensing innovation.”

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