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WINTER WARMERS One of my earliest memories of eating a meat pie is from my primary school days. I remember it like it was yesterday. There I was, sitting on the school steps at lunch time – my mum had finally succumbed to my pleas for a lunch order. I was wearing pink overalls over my yellow school polo T-shirt, chuffed by the fact that I was holding my lunch order, ready in a brown paper bag (that’s how lunch orders came in the ’90s). Consumed by the aroma of pastry and meat, I ripped open the plastic wrapping, removed the meat pie and squirted tomato sauce all over the top. Satisfied that it was covered with enough tomato sauce, I took my first bite and ... splat! The contents of my first meat pie ended up down my front. Not a great start, but there were many moments of pies that followed: family pies at home on a Friday night, pies at the footy, and sweet apple pies for dessert. While my taste in pies may have changed over the years (I’m more plant- than meat-based these days), pies are one winter warmer that I always go for. They bring back memories of the good old days and are warming, hearty and filling. What’s not to love about a good, old-fashioned, humble pie? The life of pie “We’re proud to say that baking’s in our DNA,” Patties Foods General Manager Marketing and Innovation Anand Surujpal said. “We’ve been making mouth-watering pies for more than 50 years, and every year since, our products have become even tastier and more innovative.” Nanna’s, and delivering products that Australians love. “Pies are a real comfort food,” Mr Surujpal said. “They warm you up, they’re filling and they evoke fond memories.” Not only that, he adds, they’re also “readily available” and an easy option for a “meal or satisfying snack at any time”. “Four’N Twenty is the branded market leader for hot, on-the-go savoury options within the convenience sector,” he said, and are “helping to drive the growth of the segment”. “The strength of our brand and products stretches to grocery \\\\\\\[too\\\\\\\], where Four’N Twenty is the leading brand in frozen savouries. We aim to make Four’N Twenty pies convenient and enjoyable for everyone.” When it comes to consumer pie buying behaviour, Mr Surujpal says “customers are looking for excitement in the familiar”, seeking tasty, warming, convenient options that are “perfect for eating on the go”. “The Four’N Twenty Traveller range is an increasingly popular choice, offering a great range of flavours in a convenient easy-to-eat shape,” he said. “The recent success of the Four’N Twenty Philly Cheesesteak Traveller, inspired by the brand’s partnership with \\\\\\\[Australian\\\\\\\] NBA basketball star Ben Simmons, shows that customers are looking for excitement \\\\\\\[too\\\\\\\].” As tastes and trends change and evolve – one being the plant-based or vegan health movement – to stay competitive, Patties is “always looking for new and innovative ways to make sure \\\\\\\[we have\\\\\\\] something for everyone”, Mr Surujpal says. “The launch of our Four’N Twenty Meat Free Pie was driven by the growing demand for plant-based alternatives, and after being leaked online before launch, initial sales have been incredibly strong, exceeding expectations,” he said. “\\\\\\\[Also\\\\\\\], the new Ruffie Rustic Foods range includes three vegetarian meals, ensuring we’re delivering innovation to suit a range of dietary and lifestyle preferences.” During a time when eating out isn’t an option, unsurprisingly Patties has noted “an unprecedented demand for freezer products, as consumers seek out convenient comfort foods”. “Patties Foods has a wide range of product offerings across the frozen category, including Four’N Twenty, Herbert Adams, Boscastle, Patties Savoury Finger Food, Ruffie Rustic Foods, and Nanna’s, to satisfy all customers,” Mr Surujpal said. One way that the P&C sector can make the most of the trend towards freezer products and to increase sales in this space is through “localised product placement”, he adds. P&C store managers can leverage marketing activities, he says, citing the example of the 2019 Four’N Twenty Win A VIP Fan Experience competition with a prize for one lucky customer to meet Ben Smmons, who is a Four’N Twenty ambassador. Mr Surujpal points out that during the colder months, as consumers turn to warmer comfort foods such as pies and sausage rolls, availability is a huge factor. “No one wants to buy the last, lonely pie,” he said. “We want to guide and educate operators to ensure that their shelves are stocked \\\\\\\[as this\\\\\\\] increases sales, and we want to maximise this during winter.” As to what the future holds for Patties, Mr Surujpal said: “We’ll continue to focus on the new markets we’re moving into – Japan and the US – and establishing our brand position and footprint there, as we bring the great Australian taste to even more customers.” Pies for all occasions Mrs Mac’s Brand Manager Sam Tomeo echoes the sentiment that pies are just what consumers are looking for in winter, offering warmth, comfort, hearty options and possibly a trip down memory lane. “Whether it’s a pie or a sausage roll on the go with a hot coffee, or a chunky beef pie served with mash and TO PAGE 36 From humble beginnings in 1966 – Patties Foods began as a small cake shop, Patties, in Lakes Entrance, Victoria – to what it is today, the company has grown steadily over the years, acquiring iconic brands such as Four’N Twenty, Herbert Adams and MAY/JUN, 2020 CONVENIENCE WORLD 35