September 2008 - Peter's Launch New Premier Range
Peter’s Food Service is launching a new range of products this month thanks to two years of planning and a £100,000 investment at its Bedwas headquarters.
The new premium range is offering a new line of pies, pasties and rolls which have been snapped up by 409 Sainsbury’s stores nationally.
For the company’s Managing Director, Mike Grimwood, who will be celebrating a year in the job next month, the take up by Sainsbury’s is a huge coup. He said: “This is great news for all of us here in Caerphilly as well as our branches across the UK. We expect the new range to do extremely well.”
Peter’s is describing the pastry in the new range as its best ever. And specialists in the industry agree. An independent panel of experts at a major retailer’s food tasting session this summer unanimously described Peter’s new pastry as ‘the best’ when compared with its competitors.
For the Peter’s team, the interest by Sainsbury’s has made the investment worthwhile.
Mike added: “This national listing with Sainsbury’s is a major achievement for us. To achieve a national listing is a rare opportunity and shows that Sainsbury’s has great faith in our brand of traditional British food.”
He added: “The new range will prove excellent value for money. These are our best ever products, baked using prime cuts of meat, classic gravies made from quality stocks and real egg glaze. We went right back to basics and focused heavily on food appearance, taste, aroma, flavour and texture to get a perfect balance.
“Consumers who want to try to something new will enjoy an extremely rich light and flaky puff pastry and a high meat content. The products are deliciously deep filled and have a ‘perfect crunch’ puff pastry lid with a melt in the mouth experience.”
The new range will contain no artificial flavours, colours, preservatives, hydrogenated fat or MSG.
The premium pies will sell at £1.35 and come in the following family favourite flavours: steak, steak and ale, roast chicken, steak and kidney and chicken curry. The rolls will be pork, pork and pickle and cheese; and the pasty will be Cornish.
Throughout September and October, Sainsbury’s and Peter’s will mobilise a national in-store tasting sessions at 50 key stores. In many areas, Peter’s giant pie-mobile will feature at the tastings to boost interest.
« back