Blue Marlin has created impactful new packaging for much loved brand Pukka Pies, as it prepares to make its debut as a microwaveable food.

Microwaveable pastry has for decades been the Holy Grail for pie manufacturers. Now, after years of research and development at the most modern pie production facility in Europe, Pukka has solved the problem with short crust pies designed specifically for the microwave that taste oven baked and come out crisp and crumbly, from freezer to plate in 3 ½ minutes.

Blue Marlin Bath creative director Chris Hart says, “We jumped at the chance to work on a brand that has so much emotional resonance for the British male. Pukka is one of the greats. We needed to tackle people’s poor expectations of microwave food head on. That’s why we developed “The 3 ½ minute pie” proposition; it isn’t a microwaveable pie so much as a proper pie but faster.”

Blue Marlin was tasked with designing packaging that stays true to the Pukka brand, clearly differentiates it from existing core products and communicates key benefits clearly to consumers. “It was a 3D job, rather than a graphics project, as we had to think about how to appeal to consumers from literally all angles,” says Hart.

The 3 ½ minute pie comes in two variants, chicken and steak. It will begin its roll out next month.