Hot-off the heels of a move to take Four’N Twenty out of Pies, Patties Foods has launched a new finger food range called Patties Bites.
The new range will be retailed at Woolworths at an RRP of $7.50 as well as other independents, notably Coles is missing from the launch.
Three flavours have been created, Southern Style Chicken, Mac & Cheese and Jalapeno Cheese and Corn.
Patties will be celebrating the product launch with a party, collaborating with the The Carrie & Tommy Show. They will be giving 10 listeners the chance to attend the VIP party, which will be hosted by the Hit Network’s Fifi Box and include a performance by comedian and 2Day FM breakfast show co-host, Harley Breen.
The campaign will include dishing out party tips, secrets and stories, including Real Housewives cast members, Lydia Shiavello and the Australian actress Catherine Mack-Hancock from Home & Away.
The launch is the latest in general manager of marketing & innovation, Anand Surujpal’s quest to shake things up at Patties, following the launch of Four ‘N Twenty’s on-the-go option last month.
“In the last twelve months we’ve really put a lot of energy into supercharging innovative projects,” Surujpal told Inside FMCG.
“[We’ve developed] an innovation ecosystem that we’re using to drive change. We’ve been going to customers, consumers, shoppers and looking at overseas trends to really tap into all the different touch-points around us.
“We’ve been really trying to harness everything, it hasn’t been that difficult, but you have to be open to it – you just have to embrace innovation when you see it.”
There’s more to come, with Surujpal having indicated that there’s a strong pipeline of product launches on the way for Patties in the coming months.
