Lewis Pie & Pasty launches quirky Welsh-themed range

The Lewis Pie & Pasty Company, based in Swansea, launched the Wilfred’s range to coincide with St David’s Day, on March 1.

With a strong emphasis on sourcing ingredients from Welsh suppliers, the hand finished range includes: The Saucy Cow, with Welsh beef steak; The Fiery Chick, with Collier’s Welsh cheddar; The Lamb of my Fathers, with Welsh lamb and local laver bread; The Clucking Valleys; The Steak and Tatws and The Gower Cwtch.

‘Really proud’​

Wilf Lewis, commercial director of The Lewis Pie & Pasty Company, said: “We are really proud to be launching a new product range, which is very different to anything we have done before in terms of the clientele we are aiming to target.​

“We have recognised a gap in the market for traditional and hearty products that cater to the more prestigious consumer and corporate entities. While van sales are still important to us, we’re also looking at the likes of delis, cafés and butchers.​

“We have organised many different marketing approaches such as giveaways to local businesses, and we look forward to seeing how the new products will be received.”​

Family-run​

Lewis joined the business two years ago, and currently runs Lewis Pie with his father, also called Wilf, and uncle John.

In his time at the business, a new management team has been appointed and profitability has improved.

Read our exclusive Me and My Factory profile with Wilf Lewis here​.