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Patties takes new direction with rustic chiller range

Ruffie_Media_Launch_26th_Nov_2018-0685Patties Foods has recently diversified its portfolio by launching into an entirely new category, the supermarket chiller.

Ruffie Rustic Foods is a chiller brand offering quiches and frittatas promising the taste and experience of a rustic home cooked meal.

The range embraces the imperfections of rustic food with generous, chunky ingredients allowing the fast-paced consumer to enjoy familiar favourites easily.

The move to the chiller section is an unexpected step for the PEP-owned business, which is best known for its frozen food staples.

“Conceptualised in just six months, Ruffie Rustic Foods aims to diversify Patties’ brand portfolio into the Chiller while acting as a category driver and creating a new benchmark for premiumisation in the supermarket chiller.” said Anand Surujpal, Patties GM of marketing and innovation.

In 2017, Patties acquired  SA business Australian Wholefoods, which carries the Ruffie Rustic Foods, in an effort to better balance the business between in home and out of home products.

Consumer demand for products in the chiller category has increased over the past five years and industry operators have found it difficult to compete with Coles and Woolworths lower priced options, according to IBIS.

Ruffie Rustic Foods quiches is available in Woolworths stores nationally for A$12.00.

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