Losing their appetite?

A pork pie specialist asked us: Who eats all the pies?

The pork pie market in decline – why?

Where do we go from here?

The challenge

Understand why users use and non-users don’t

Unmask the real pork pie eater

Find ways to find more eaters

Reverse the fortunes of this traditional market

The story

Shock, horror! Evidence of secret pork pie eaters, hiding wrappers under car seats, only indulging when far enough away from those who claim to know better.

Good news. Evidence of positive imagery surrounding pork pies and their unique place in the affections of many a true Brit.

Interesting. Regional variations on the pork pie theme. How about Yorkshire caviar: hot pork pie with mushy peas?

The way forward

Encourage the secret pork pie eaters out of the closet

Consider a mini version of the pork pie. Then... even the guilt-laden can live a little

Look at flavour variations to rekindle interest in a neglected part of the supermarket shelves

The Upshot

Mini pork pies have come to the rescue of a market in peril

Flavoured variants are tempting non-users to think pork pie again

New styles of packaging (like tubes) are also stemming decline

 
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