Pie makers are aiming to tempt busy millennials

IT’S long been one of Wales’ most iconic food products, but now the company behind the Peter’s Pie is trying to reach out to a new generation of consumers – millennials.

From its factory in Bedwas, Peter’s Food Services said its £1.5m development of a healthier range aims to appeal to on-the-go people in their 20s and 30s.

And while it will continue to produce its traditional savoury higher fat products like pies and pasties, it hopes its new line will eventually grow to generate £20m of new revenue.

The new Nurish hot filled bake range contains 50% less fat and has less than 400 calories.

Managing director Mike Grimwood said the investment was about futureproofing the business.

Earlier this year Peter’s Food Services announced 90 redundancies.

The £80m turnover business has a total workforce of 870, of which 720 are based in Bedwas.

The new range is currently being trialled by Tesco, with plans for it to become available across a range of supermarkets.

It is also currently being trialled by the NHS in Wales, as well as in schools, due to the lower fat content.

Mr Grimwood said: “Going back two years it was unbelievable that people were bringing in the sugar tax and we sat back as a business and starting thinking how long before a fat tax? So we thought there is always going to be an issue with savoury pastry and people talking about nutritionals and a balanced diet.

“So we then met up with a chap called Simon Waite who has worked with a number of big organisations and pretty serious kitchens and chefs.

“We then hired Simon and looked at how we could find ourselves a different market and world and almost future proof Peter’s and set about trying to make what is inherently unhealthy, healthy.”

Peter’s though will be continuing to provide its higher fat content savoury products.

Mr Grimwood said: “Of course traditional people will say I want what I have always had. But you also want to say to people there is actually an alternative here that has got half the fat.

“What we set about doing was creating products with great tasting fills, while at the same time being much better for you.”

He said the decision was taken to create a new brand and not to roll it out under the established Peter’s labelling.

Mr Grimwood said: “What we didn’t want to do was confuse people as Peter’s is a heritage traditional product. So we thought we would bring a different brand to the marketplace.”

On the trial with Tesco, Mr Grimwood said: “The rate of sale is beyond our expectations.

“We have also launched and deployed into schools and people are now buying. We have also just started a big piece of work with the NHS in Wales.”

He said there was also potential for Nurish to be taken up by airlines.