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Fray Bentos, the British pie brand, has unveiled its new Festive Turkey Pie, now available at major retailers including Asda and Morrisons.

This launch is designed to meet the rising consumer demand for convenient, affordable meal options during the holiday season, particularly among younger generations.

The pie features a hearty filling of turkey and Cumberland sausage, enriched with a rich sage and thyme gravy, all encased in the brand's signature 64-layer golden puff pastry.

With a recommended retail price of £2.99, the pie offers a cost-effective alternative to traditional Christmas dinners, catering to the evolving preferences of modern consumers.

Recent research commissioned by Fray Bentos highlights a significant shift in consumer behaviour, revealing that over half of Gen Z (56%) and Millennials (53%) are inclined to include pie in their festive dinner plans. This contrasts sharply with just 26% of Gen X respondents.

Additionally, the survey of 2,000 individuals found that 34% of Brits are purchasing more tinned food now compared to five years ago, with convenience (52%) and value (47%) cited as the primary motivators for this trend.

Jude Smart, brand manager at Fray Bentos, noted the increasing popularity of pie among younger consumers: “Our new Festive Turkey Pie will tickle their tastebuds, offering a quick, tasty and hassle-free meal that won’t break the bank. At its heart, Christmas is about comfort, tradition and hearty meals, and our new pie delivers all three.”

In a bid to promote the launch, Fray Bentos has partnered with social media influencer Big John Fisher, known for his engaging food reviews and substantial following on Instagram.

Fisher praised the convenience of the Festive Turkey Pie: “You can whack this in the oven, and it’s cooked in 30 minutes, and very nice. Bosh!”

To further engage consumers, Fray Bentos is also introducing a limited-edition Christmas jumper, priced at £25, available on a first-come, first-served basis.