The proof is in the pie: Asda reveals the nation’s favourite pie filling for British pie week – and it’s not chicken

• British Pie Week takes place Monday 2nd March - Sunday 8th March

• New stats shared by UK supermarket giant, Asda, reveals beef is the nation’s favourite pie filling

• Figures also suggest people living in Scotland are the biggest pie lovers compared to those in other regions of the UK

It’s no secret that Brits love a pie, but according to stats revealed by Asda ahead of British Pie Week, Chicken & Mushroom isn’t the nation’s favourite pie filling. 70% of pie sales are actually attributed to beef flavour variants such as Steak and Ale, Steak & Gravy and Minced Beef and Onion.

This trend is reflected in individual product performance, with Asda’s highest selling line, Asda Steak and Gravy Puff Pastry Pie (£4.38), continuing to drive over £1.5m sales per year for the retailer.

Traditionally loved chicken flavours such as Chicken and Gravy and Chicken and Mushroom are still highly sought after, but sales are still quite far behind beef variants.

The retailer’s analysis also took a deep-dive into who in the UK enjoys pies the most. Whilst sales were fairly even across the North and South generally, figures confirm that Scotts come out on top significantly, with the most pie sales year-round from Scotland where sales are 60% above the UK average, followed by Birmingham at 54% higher than average, and the remainder of the Central Midlands at 28% higher.

With British Pie Week taking place from Monday the 2nd to Sunday the 8th of March, Asda’s sales stats point to continued demand for pies across the UK, and demonstrate that pies remain a staple of British diets - from super affordable, everyday classics customers can add to their weekly shop such as the Asda Chicken & Gravy Puff Pastry Pie (serves three people for just £4.38) or the Asda Cheese & Onion Crumb Topped Pie (£2.08) which makes a great vegetarian option, to more indulgent, bistro-inspired recipes designed for at-home dining like the Bistro by Asda Steak Pie (£5.72) or the Bistro by Asda Slow Cooked Chicken, Ham & Leek Pie (£5.72).

Some might like the more exciting, alternative flavours like Asda’s Limited Edition Spicy Chicken Balti Puff Pastry Pie (£2.08).

“Pies are such a big part of British food culture, and it’s no surprise that the classics such as Beef and Chicken remain firm favourites. But we’re also seeing shoppers look for more indulgent options like our Bistro range that elevates a classic pie – British Pie Week is a great excuse to enjoy a proper pie that feels authentic and homecooked with the best quality ingredients.”

~ Asda’s Product Development Manager for the category, Sarah Olney

ENDS

Notes to Editors

Regional pie sales data from Asda:

• Scotland – Sales index vs. Chain 1.6 / i.e. 60% higher than chain average

• Birmingham - Sales index vs. Chain 1.54 / i.e. 54% higher than chain average

• Central Midlands – Sales index vs. Chain 1.28 / i.e. 28% higher than chain average

General pie sales data from Asda:

• Asda Steak & Gravy Puff Pastry Pie 500g is the highest selling line delivering £1.5m annually (15 units per store per week) with Steak outselling Chicken variants.

• Puff pastry outsells Shortcrust on the same flavour variants and is generally preferred by younger shoppers and/or shoppers based in the South, data suggests.