Sainsbury's strike new deal with pie manufacturer

- Published: 13 April, 2007

Square Pie and Sainsbury's have signed an exclusive deal for a range of handmade, natural pies to be sold through 71 of the retailers London stores.

Square Pie and Sainsbury's have signed an exclusive deal for a range of handmade, natural pies to be sold through 71 of the retailers' London stores.

The deal means Sainsbury's will be the first supermarket in the UK to sell uncooked pies with a real pastry base.

The new 'Take Me Home and Bake Me' range will be available on shelves from April 18.

Square Pie is a leading UK chain of gourmet pie shops, turning over more than £3m.

The Sainsbury's deal includes the following: steak and ale, made with real Guinness; lamb and rosemary, and steak and mushroom.

Martin Dewey, managing director of Square Pie, said: "The Sainsbury's contract is a big move forward for us.

"We feel that a branded gourmet pie can work particularly well in grocery and are confident in our new partnership.

"Our customers have been requesting this for a long time so having Sainsbury's behind us is a major step forward for the company and for everyone out there who loves pies."

A spokesman for Square Pies said the range's ingredients were 100% natural and used only the finest produce, including hand diced British meat.

Anya Dyson, hot pie buyer of Sainsbury's, said: "We pride ourselves on offering our customers the quality food that we believe in, which is why introducing this natural range of pies is yet another feather in our cap.

"In addition, we are particularly interested in Square Pies' commitment to the environment, including their eco-friendly packaging."