Pukka introduces major redesign for chilled pie packaging

Pukka has launched its most comprehensive packaging redesign to date, introducing a new visual identity across its entire chilled pie range. The overhaul is designed to improve shelf visibility, make products easier for shoppers to distinguish and strengthen the brand's presence in the chilled pastry category.

The redesign represents a significant change from Pukka's distinctive all-orange packaging, which was introduced in 2020 as part of a packaging transition that removed plastic windows. The new packs retain the company's recognisable orange logo while introducing stronger colour differentiation between individual recipes.

Recipe-specific colours improve navigation

The new packaging uses Pukka's familiar rainbow of foil colours as a central design element. Each recipe now has its own distinctive colour identity, allowing shoppers to identify products more quickly at the point of purchase.

For example, All Steak uses black, Minced Beef & Onion uses red, while Cheese, Leek & Potato is presented in green. The colour system is combined with a significantly larger Pukka logo and prominent product photography designed to make the packs more visible on supermarket shelves.

Packaging designed around shopper behaviour

Pukka says the redesign was developed following extensive consumer research and testing. The final designs received approval from 85% of survey respondents, suggesting strong consumer acceptance of the new visual approach.

The company has focused on three main elements: a supersized Pukka logo, prominent images of the pies and bold recipe-specific colours. Together, these features are intended to make the range easier to recognise while helping shoppers find their preferred recipe more quickly.

Readability also receives an update

The packaging redesign goes beyond the front of the pack. Pukka has introduced black text on a white background on the back of the boxes to improve readability of ingredients and nutritional information.

Cooking instructions have also been redesigned to provide a clearer journey from purchase to preparation. The changes reflect the growing importance of packaging as both a communication tool and part of the consumer experience.

QR codes prepare the range for digital information

Each recipe will also feature its own QR code. The codes will provide shoppers with access to additional product information while helping Pukka prepare its packaging for the future development of on-pack identification technologies.

The inclusion of digital features illustrates how food packaging is increasingly being used as a connection between physical products and digital information. QR codes can provide brands with additional space for information without requiring more content to be printed directly onto the packaging.

Redesign follows earlier packaging changes

Pukka's latest packaging update builds on the company's 2020 move to unified orange boxes, which included the removal of plastic windows as part of a more sustainable packaging approach. Since then, the company says its retail sales have increased from £62 million to £82.5 million, representing a 33% increase.

The latest redesign therefore aims to combine the recognition created by the orange branding with a more differentiated visual system that makes individual recipes easier to identify.

Packaging becomes part of a wider brand strategy

The new identity will extend beyond the packaging itself, forming part of a broader Pukka brand strategy. The company plans to introduce further activation around the new visual identity as the redesigned products enter the market.

The new-look chilled pie range will begin appearing in supermarkets in the coming weeks, with the products available in 205g packs at a recommended retail price of £2.25.

Pukka's redesign demonstrates how packaging can combine brand recognition, product differentiation, consumer information and digital functionality. As competition for shelf space intensifies, increasingly sophisticated packaging design is becoming an important tool for helping food brands stand out while making products easier for consumers to navigate.