Pie manufacturer and retailer Square Pie has reformulated its pies so that they no longer contain any hydrogenated fat in a push to promote a healthier image of its products.
The launch of the non-hydrogenated fat pie, which Square Pie claims is the first gourmet pie of its kind, follows a year-long recipe redevelopment process, and the sourcing of new suppliers. The company hopes it will alter the perceptions of pies as unhealthy food.
Company md, Martin Dewey says: "A pie like ours made from fresh, natural ingredients with no artificial additives is not only one of life's great pleasures but can also sit happily in a balanced diet and healthy lifestyle."
The innovation coincides with the British Heart Foundation's (BHF) recent 'Fear the Pie' campaign which is attempting to increase public awareness about the types of fat they consume. Research outlined by the BHF has highlighted the health dangers of eating too much hydrogenated fat, commonly found in pies.
The new pie has gained support from the charity Wessex Heartbeat, which welcomed the healthier pie. "We believe Square Pie does all it can to ensure its pies are as healthy as possible," says its chief executive Alan Blair.