Baker’s dozen pick pie-fect flavours for Holland's (From Lancashire Telegraph)

Baker’s dozen pick pie-fect flavours for Holland's

10:33am Monday 24th August 2009 in

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A PIE company has launched a new range after a year of public taste testing.

Baxenden-based Holland’s last year placed 12 people on its ‘pie panel’ to quiz them on what would improve future products.

And after being asked to provide deeper fillings, more ‘authentic’ flavours and more chunks of meat, the company is ready to launch its Best Ever range.

The pies, described as “back to the future” food by bosses, will go on sale across East Lancashire in fish and chip shops at the end of the month and in supermarkets in October.

The relaunch comes months after Holland’s, which employs 370 at its Hyndburn base, announced a 10 per cent boost in sales despite the recession. It also coincides with a visit to Baxenden by Sainsbury’s chief executive Justin King.

Mr King, who is credited with turning round the fortunes of the supermarket giant, was given a tour of the factory by Holland’s managing director Neil Court-Johnson.

Mr Court-Johnson said: “We were delighted to host Justin at our factory in Baxenden. His visit coincided with the upcoming launch of our Best Ever range, which will be introduced to the public very soon.

“We’re extremely excited about our new recipes and we are thrilled that Justin has been able to get a sneak preview of our new range before it goes into Sainsbury’s stores.”

Mr King added: “Holland’s is an extremely popular brand in the North West.

“Their products sell well across our stores in the region and I was particularly interested in seeing the unique production processes that give Holland’s pies and puddings their distinctive taste.”

Among the improved flavours in the new best ever range are steak and kidney and mince beef and onion.

Holland’s holds a 60 per cent share of the pie market in the North West, where 92 per cent of people have heard of the company.