Category Analysis Pot Pies

Providing a sense of comfort and giving a feeling of warmth and home, the pot pie category has been elevated through the years. The reason behind this elevation in quality and options is due to leading producers’ desires to include consumers’ preferences while ensuring these is something for everyone within the space.

One of the key opportunities specific to the pot pies category is how "operationally, the product is really easy to put in the store," said Bob Sewall, Chief Customer Officer and Executive Vice President at Blount Fine Foods. "It comes frozen and has a 14-day shelf life, and it provides a new revenue stream for retailers."

Alongside these leading producers, retailers have seen a huge growth in the pot pies category as companies continue to innovate within the space.

“As inclusive and diverse frozen food brands seek to create cleaner, more flavor forward and trending profiles, pot pies seem to hang on without really competing in this space,” said Ashley Gorman, Director of Huckleberry’s Natural Market. “I haven’t personally seen a huge change to the pot pie category, reflecting the lack of new items. New items are the lifeblood of our industry, and consumer tastes and lifestyles seem to change faster than ever before, yet pot pies remain with little to no change. Instead, I have seen plantbased brands continue to dominate the frozen snacking and handheld category with new item innovation and regular promotions.”

As snacking continues to rise, companies are meeting consumers where they are at, and giving them options to satiate their cravings while keeping ingredient lists and preferences on trend.

“The ‘snackification’ trend continues to evolve, with the Millennials leading the pack,” said Malissa Davis-Hood, Category Manager Frozen and Refrigerated for Vitamin Cottage Natural Foods Markets. “Not wanting to cook or have a sit-down meal, many Millennials want a quick easy meal solution that is on the go. Pot pies are not only a familiar food but have changed over the years to accommodate the less traditional sit- down meal.”

“Some of the innovations I have seen is the change from the original oven baked pan to a handheld variety. In making this a portable meal it is not only retro but has become healthier,” Davis-Hood continued. “Many varieties from plant based, to keto, as well as gluten free have taken over the market. Global flavor profiles breathe new life into an old favorite.”

A leader in the premium soups space, Blount Fine Foods has entered into pot pies with the same dedication to delivering households with premium, gourmet flavors and ingredients. "We’re able to make a higher quality pot pie and sell it to our deli and retail partners," Sewall said. "It's upscale and really high value. The price points are great for such a high-quality product and packaging has drawn a lot of attention toward the product. Haven’t had any negative dealings to report. Customers seem to be loving. It’s selling well."

Blount is working with retailers to entice shoppers to explore and trial the category by understanding the common struggles most families address. "Households are time-starved and stretching their dollars," Sewall said.

Pot pies have become the obvious choice for consumers that want a meal solution that is savory but doesn’t require prep and cook time largely because advances in production allow for foods to keep their integrity in spite of extreme temperatures. "Pot pie with buttered crust and all white chicken meat for $6.99 fills you up," Sewall said. "There’s definitely a value proposition there. And to be able to feed a family for $12 whether you add a salad or a soup to the pot pie, to feed a family of four for under $20 easily. Almost every mom I know is working and they’re looking for items that are fast, healthy and that the kids will eat. I think this is guiltless chicken pot pie."

Bringing a family together for a meal with single-serve offerings is a seemingly polarizing concept. Pot pies manufactures have cracked the code. "We have the 30oz family size that’s an option," Sewall said. "It smells great. [Ask] the best chefs in the country and they can’t say enough nice stuff about the product. Back to feeding the family, we are constantly working with our customers. A 32 oz soup with a 30 oz pot pie at a real great discount, so that you can feed a family quickly, easily with a large family sized pot pie and a large soup, things like that are affordable and it’s putting two things in the basket, so the retailers are happy to have two things in the basket. We’re trying to mix and match combo meals, which has been effective."

Comfort food is paramount to consumers. Blount has provided comfort foods to consumers while overcoming the misconception that frozen foods won’t deliver robust flavors, clean ingredients and an appetizing appearance. "It’s not sold frozen, so it’s sold fresh, so that helps," Sewall said. "If you make something really good and freeze it will be really good when you thaw it. The problem is a lot of frozen food hasn’t been very good before they froze it. The technology around freezing is amazing. You can cook and freeze fast and [keep] the integrity of the crust and the vegetables. It’s a great thing."

Leading pot pie producer, Boomerang’s Pies, has established itself in the category as providing consumers with pies that have ‘an American twist on the classic Australian meat pies. Boomerang’s Pies has a variety of pot pie options from chicken and steak to spinach and mushroom pies. The company also has a dedication to providing consumers with meat-less, grab-and-go pot pie options with its plant-based Beefy Potato and Chick’n Classic pies.

Boomerang’s Pies mission has remained the same since the beginning: to provide consumers with unique, convenient meals made with proper ingredients. The company has been able to achieve this through ensuring consumers have access to quick, convenient and delicious pot pies.

Marie Callender’s has continued to produce and drive the category forward since the 40s. The company has been known for its classic take on chicken pot pie but has since ventured out into its latest addition to the pot pie category: chicken pot pie with cauliflower crust.

With deep New England culinary roots, the Blount family puts quality and comfort first. This pot pie, with white meat chicken and a buttery crust, is sure to taste like home.