Glasgow-based bakery brand Pie Sports is celebrating the success of its kebab pies at Aldi Scotland stores.
The Scotch pie-style bakery snacks, which comprise quality kebab meat covered in a spicy sauce and encased in flaky shortcrust puff pastry, are set to return at the retailer following from a well-timed run during the UEFA Euro 2024 football tournament.
They have already built a reputation amongst football fans with stadiums around the country stocking them. After going on sale at all 105 Aldi stores in Scotland in the middle of last month – priced at £2.79 for a twin-pack – the pies became one of the retailer’s fastest selling Specialbuy products, shifting more than 25,000 units.
Specialbuys are generally only available in Aldi shops for one or two weeks until stocks run out. The supermarket has confirmed that the kebab pies will return for another limited run from 1 August.
“We know how to craft the perfect pie”
Pie Sports was launched in 2020, initially setting up a nationwide delivery service during the COVID-19 pandemic to meet the demand of football fans looking for the matchday experience at home. It forms a division of Pars Foods, the wholesale supplier founded by Brian Sarafilovic in 1998.
Brian’s brother André, the current chairman of Stephens Bakery, received the Outstanding Contribution to the Baking Industry award two years ago. Their father Branko Sarafilovic established Pars Bakery in Glasgow back in 1952.
“With my family’s background in baking and my background in butchery, we know how to craft the perfect pie,” commented Brian, who holds the role of managing director at Pie Sports. “Customers can expect delicious, quality kebab meat with a kick thanks to the spicy sauce, a family recipe from one of our suppliers, sourced from their Turkish grandfather.”
“Pars Foods and Pie Sports have an excellent reputation for producing top-quality pastries that our customers will now have the chance to enjoy at home,” said Graham Nicolson, regional managing director at Aldi Scotland. “Securing the deal with Pie Sports, as the first supermarket in the UK, is a testament to our buying teams’ relationships with Scottish producers, as they continuously look to bring exciting, quality and affordable ranges to our shelves.”
The Tartan Army Pie by Ayrshire-based Brownings the Bakers also gained an Aldi Scotland listing last month, joining other bakery NPD launched for the Euros competition.