Pilgrim’s Europe ramps up production for VE Day celebrations

Pilgrim’s Europe, one of Europe’s largest food companies, is scaling up production to meet the anticipated surge in demand for its snacking products, driven by warm spring weather and the 80th anniversary of VE Day celebrations in the UK.

Strengthened production for a symbolic date

As VE Day festivities approach and sunny skies beckon, Brits are planning parties to commemorate this special occasion. Pilgrim’s Europe’s specialist UK snacking team, which supplies major retailers and foodservice businesses, is producing approximately 2.6 million packs of snacking products. This includes 1.8 million scotch eggs, mini eggs, chicken bites, and cocktail sausages. This represents a 20% increase over the snacking site’s average weekly output. These products are now arriving on supermarket shelves to meet consumer demand during celebrations from May 5th to 8th.

Record growth during national events

The expected increase in sales builds on positive trends from previous national events. During the Queen’s Jubilee, snack product sales rose by 10%, while May 2023’s King’s Coronation saw a 20% boost, generating over £80 million in revenue during a four-week period.

Strategies to maximize seasonal sales opportunities

Jason Winstanley, Head of Research & Insight at Pilgrim’s Europe, stated: “In Britain, there’s nothing we love more than getting together outdoors to celebrate special occasions, especially when sunny weather combines with national pride. Food always takes centre stage, and the 80th anniversary of VE Day is set to bring communities out onto the sunny streets to celebrate.”

He continued: “We know that a mix of good weather and national celebrations really drive sales in the snacking category, and we’ve boosted our production to ensure everyone can enjoy their favourite treats during the upcoming days of celebrations.”

Additionally, Winstanley noted: “VE Day is just the beginning for snacking opportunities as we head into the spring and summer months, creating the perfect moment for retailers to explore how to maximise their snack offerings. Leveraging targeted promotions, engaging in-store displays, and effective cross-merchandising will help retailers boost sales and capitalise fully on the seasonal uplift.”

About Pilgrim’s Europe

Pilgrim’s Europe is a leading UK and European food company, employing over 17,000 team members across more than 40 sites in the UK, Ireland, France, and The Netherlands. The Company is committed to producing quality food sustainably, partnering with local farmers across its Poultry, Pork, Lamb, and Beef supply chains.

Driven by passion and insight, Pilgrim’s Europe creates better food for everyone, encompassing own-label and branded fresh meats, chilled and frozen ready meals, snacking ranges, added-value products, and foodservice solutions. Iconic brands such as Richmond, Fridge Raiders, Denny, Galtee, Rollover, Oakhouse, and Moy Park are part of its portfolio.

By combining the best of Moy Park, Pilgrim’s UK, Pilgrim’s Food Masters, and Pilgrim’s Shared Services, the Company delivers unrivaled scale and expertise to its customers while envisioning a better future for its employees.

www.pilgrimseurope.com