Holland’s Bucks Brexit ‘Shrinkflation’ Trend with a Bigger Pie

Lancashire baker Holland’s Pies is bucking the Brexit shrinkflation trend and increasing the depth of its chip shop pie range, offering customers a whopping 25% more of its famous fillings for the same price.

The announcement follows a number of recent headlines around foodie favourites such as Toblerone, Birdseye Fishfingers and Tropicana having to downsize. This industry movement, known as shrinkflation, means that customers are often left paying more money for less product, something Holland’s was quick to combat with its new BIG EATS range.

Big Eats Pies Hollands

Having been baking for over 166 years, Holland’s has built a loyal following throughout the north west and now bakes over 1.2million pies, pastries and puds a week. The baker has an incredibly long-standing relationship with chips shops in the region with one of its oldest customers, Byrnes Chippy in Liverpool which has been handed down over four generations within the Byrne family, dating back to 1962. The BIG EATS range hopes to reward this loyal following, providing an exclusive collection of bigger pies that offer greater value to the 1,300 chip shops it supplies.

Featuring Holland’s traditional fillings that have been passed down through generations, and the baker’s unique golden shortcrust pastry, the BIG EAT pies will be available in four delicious flavours – Cheese & Onion, Peppered Steak, Steak & Kidney, Potato & Meat.

Chris Clark, Van Sales Manager at Holland’s, said:

“In a world where everything seems to be getting smaller, we wanted to reward our chip shop partners, and their customers, for their loyalty with the same great tasting pies they know and love– just bigger. We’ve always committed to offering great value to our customers and this latest range is the proof in the pudding!”

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