WALL’S LAUNCHES NEW “FULL OF FILLING” BRANDED PASTRY RANGE TO CONVENIENCE SECTOR
Here’s something on the pie trend. Wall’s tells us it is is reinvigorating the pastry sector with the launch of a new “Full of Filling” branded range into the convenience category.
The pastry range – which has been developed after extensive consumer research – launched in convenience stores in February this year and is being supported by a £2m marketing campaign.
The Full of Filling range will comprise: Sausage Roll, two pasties (Large Cornish; Onion and Cheese); five slices (Ham and Cheese; Chicken and Mushroom; Peppered Steak; Chicken and Bacon slice; Chicken Tikka) three pies (Individual Pork Pie; Individual Pork and Pickle Pie; Two Snack Pork Pie) and a Scotch Egg.
Valerie Kubala, Wall’s Pastry Senior Brand Manager, says: “There is a huge opportunity for Wall’s to use its meat, quality and value credentials to reinvigorate the pastry sector with this new range. “Over 90% of households purchase pastry products, but most don’t buy them regularly because they are often uninspiring, full of air rather than filling and not considered good value for money. “The new Full of Filling range will meet a real consumer need for a product with quality meat and pastry that really satisfies.”
The Full of Filling launch is being supported by an outdoor advertising campaign – developed by Beattie McGuinness Bungay (BMB) – using the strapline “completely full of filling”. The traditional ‘butcher’s’ brown paper packaging reinforces the quality message with a clear window which allows the product to be seen; a packaging concept preferred by consumers.
Valerie Kubala, adds: “This new range has been developed to offer a quality, on-the-go product supported by the reassurance of an established brand. Consumers trust Wall’s and know it will deliver on quality and value – and we know they will love the taste once they’ve tried them.”
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