Holland’s Pies

What Holland’s Pies does

Holland's Pies is a UK traditional bakery founded in 1851 in Haslingden, Lancashire, and now operating from a single manufacturing site in Baxenden, Accrington (occupied since 1929). The company produces pies, puddings, pasties, sausage rolls, and teacakes across eight production lines (seven for pies and pastries, one for puddings), at a stated rate of over one million pies per week. Production relies on traditional methods — open-top pan cooking in a 'Big Kitchen', in-house butchery with British and Irish meat, a proprietary shortcrust pastry recipe, and blast-freezing to lock in post-oven freshness — combined with modern automated lines introduced after the 1972 acquisition by Pork Farms.

Revenue is generated across four distribution channels. The first is a direct-to-chippy network serving over 1,800 independent fish and chip shops daily via the company's own fleet of distinctive green delivery vans, with an early-morning key system enabling pre-opening delivery; this channel has operated for 80+ years and remains regionally concentrated in the North West. The second is the supermarket channel, where Holland's products are listed in the frozen and chilled aisles of Tesco, Morrisons, ASDA, Farmfoods, Iceland, and Heron Foods (selected lines nationally, broader range in the North West). The third is football stadia catering, including West Bromwich Albion, a channel active since 1995. The fourth is a direct-to-consumer e-commerce shop (hollandspies.co.uk) launched in 2009, offering next-day delivery to UK mainland consumers. Product lines span chippy, frozen supermarket, chilled supermarket, vegetarian (Vegetarian Society Approved), and stadia ranges.

Holland's Pies is privately held as Hollands Pies Limited (company number 13634109), a wholly-owned subsidiary of Pork Farms, the provisions group that acquired the business in 1972. The company does not publicly disclose revenue, headcount, or financial statements. Its strategic positioning rests on heritage brand equity (170+ years, UK No.1 Best Selling Frozen Pie Brand per Kantar Worldpanel 2020), traditional recipe authenticity, and a deep-rooted distribution moat in the chippy trade — rather than on technology differentiation, scale advantages over larger UK food manufacturers, or innovation-driven pricing power.

Name

Holland’s Pies

Legal name

Hollands Pies Limited

Website

https://hollandspies.co.uk

Company type

Private

Founded year

1851

Operating status

Operating

Headcount range

101–250 employees

Short description

Holland's Pies is a 1851-founded UK bakery producing over one million pies weekly from Baxenden, Lancashire. A Pork Farms subsidiary, it serves 1,800+ chip shops, six major supermarkets, football stadia, and a DTC online shop across the UK.

Ownership category

akta.pro rank

Product category

Baked Pies and Puddings

NAICS

Commercial Bakeries (311812), Bread and Bakery Product Manufacturing (31181)

SIC

Bakery Products (2050)

akta.pro primary industry

Wholesale / Commercial Bakeries (B2B Supply) (THAFAFAF)

akta.pro secondary industries

Frozen & Par-Baked Bakery Production (THAFAFAK), Specialty Dietary Bakeries (Gluten-Free, Vegan, Allergen-Friendly) (THAFAFAI), Bakery & Desserts Distribution (CRAOABAE)

Keywords

• Traditional british pies
• Frozen pie brand
• Chip shop supplier
• Bakery food manufacturer
• Pies and puddings

Headquarters

HQ city

Accrington

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Retail Sales (Chippy Channel): Holland's sells freshly baked pies and puddings directly to chip shops across the North West via daily van deliveries. Over 1,800 chippies are served daily with the full range.
2. Supermarket Frozen Range: Frozen pre-baked pies and puddings sold through major supermarket chains (frozen two and four packs, multipacks, family pies) at major retailers across the North West with selected lines available nationally. Products can be oven-baked or microwaved.
3. Supermarket Chilled Range: Chilled grab-and-go pies, pasties, and sausage rolls sold in the chilled aisle of supermarkets across the North West.
4. Stadia Catering: Holland's supplies pies and pastries to selected football stadia for match-day catering, serving fans pitch-side.
5. Direct-to-Consumer Online Shop: First-party online shop launched in 2009 delivering the full Holland's range to UK mainland consumers with next-day delivery.

Go-to-market motion4 records

Distribution channels5 records

Marketing channels12 records

Core offering

Holland's Pies is a traditional British bakery manufacturing pies, puddings, pasties, sausage rolls and teacakes from its single-site bakery in Baxenden, Lancashire, producing over 1 million pies per week. The portfolio is organized into five distinct product lines (Chippy, Frozen Supermarket, Chilled Supermarket, Vegetarian, and Stadia) plus a direct-to-consumer online shop launched in 2009. Distribution spans a daily delivery network serving 1,800+ chip shops via the company's own green vans, major UK supermarket chains, selected football stadia, and a first-party e-commerce storefront with next-day UK mainland delivery.

Product overview

Holland's Pies is a traditional British bakery established in 1851, offering a portfolio of pies, puddings, pasties, sausage rolls, and teacakes. The core product portfolio spans multiple product lines: the Chippy Range (serving over 1,800 chip shops), Frozen Supermarket Range (UK's No.1 Best Selling Frozen Pie Brand per Kantar Worldpanel data), Chilled Supermarket Range, Vegetarian Range (with Wyke Farms partnership), and Stadia Range. Key products include signature items like Steak & Kidney Pudding, Potato & Meat Pie, Cheese & Onion Pie, and Minced Beef & Onion Pie. The company operates a single manufacturing facility in Baxenden, Lancashire, producing over 1 million pies weekly, with products distributed through chip shops, supermarkets, stadiums, and an online direct-to-consumer shop launched in 2009.

Differentiator

Problem solved

Functional benefit

Products and services

• Chippy Range Freshly baked pies and puddings specifically designed for chip shop trade partners, delivered daily via Holland's own green van fleet. Includes Steak & Kidney Pudding, Potato & Meat Pie, Steak & Kidney Pie, Meat Pie, Cheese & Onion Pie, and Teacakes. Served hot in over 1,800 independent fish and chip shops across the North West.
• Frozen Supermarket Range Pre-baked frozen pies and puddings sold in the frozen aisles of major UK supermarkets (Tesco, Morrisons, ASDA, Farmfoods, Iceland, Heron Foods), available in 2-pack and 4-pack formats. Products can be oven-baked or microwaved. UK's No.1 Best Selling Frozen Pie Brand (Kantar Worldpanel, 52 weeks ending 9 August 2020).
• Chilled Supermarket Range Grab-and-go chilled pies, pasties, and sausage rolls sold in supermarket chilled aisles across the North West. Includes Potato & Meat Pie, Steak & Kidney Pudding, Meat Pie, and other favourites, designed for convenience and immediate consumption.
• Vegetarian Range Meat-free pies with no compromise on traditional Holland's taste. Includes Cheese & Onion Pie, Vegetarian Mince & Gravy Pie, and Cheese & Veg Pie, made in partnership with Wyke Farms. Cheese & Onion Family Pie carries Vegetarian Society Approved certification.
• Stadia Range Deep-fill pies designed for stadium environments, providing warming match-day snacks for football fans. Stocked in selected UK football stadia including West Bromwich Albion since 1995.
• Holland's Online Shop Direct-to-consumer e-commerce storefront at hollandspies.co.uk delivering the full Holland's range of pies, puddings, and pastries to UK mainland consumers with next-day delivery. Launched in 2009.

Quantifiable outcome

• UK's No.1 Best Selling Frozen Pie Brand (Kantar Worldpanel, 52 weeks ending 9th August 2020)
• +3 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Wyke FarmscoreStrategic or Co-development Partner · 1 January 2019Holland's partnered with Wyke Farms to develop vegetarian pie flavours. In 2019, three new vegetarian pies were launched: Wyke Farms Mature Cheddar Cheese & Onion Pie, Vegetarian Mince & Gravy Pie, and Cheese & Veg Pie. Wyke Farms is also a partner in the Pie Patrol experience launched during British Pie Week 2020.
• GUINNESS®minorStrategic or Co-development Partner · 1 January 2013In 2013, Holland's and GUINNESS® joined forces to create a unique pie, pudding, and pastry-topped pie range. Sold in supermarkets across the UK featuring the finest British ingredients, the products were a limited-edition range.
• Batchelors PeasminorGTM or Marketing PartnerBatchelors Peas partnered with Holland's for the Pie Patrol experience (British Pie Week 2020) and for the 170th anniversary celebration (2021), providing peas as a side with Holland's pies in community activations and Baxenden giveaways.
• Justin MoorhouseminorGTM or Marketing PartnerNorth West comedian and actor (Phoenix Nights) supported Holland's Vanoke campaign (2017) and the Pie Panel judge search (2018), both comedic marketing activations inspired by Carpool Karaoke.
• Will Mellor, Briony Williams, Antonella BrolliniminorGTM or Marketing PartnerThree celebrities campaigned for their favourite Holland's pie flavours during British Pie Week 2021: Will Mellor (Potato & Meat), Briony Williams (Cheese & Onion), and Antonella Brollini (Minced Beef & Onion), each making the case for their preferred pie in national marketing.
• West Bromwich Albion (and other football stadia)coreChannel Partner/ Reseller/ DistributorSince 1995, Holland's has supplied pies to football stadia including West Bromwich Albion, providing warm match-side food for fans. This established a long and proud partnership with the footballing community.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Pork Farms: Pork Farms is Holland's parent company and also a producer of pork pies, sausage rolls, and savoury bakery products for UK retail. As the owner of Holland's and a producer of overlapping product formats, it is a structurally direct peer with shared heritage and trade channels.
• Wright's Pies: Wright's Pies is a Birmingham-based traditional pie maker with a long heritage supplying UK chip shops, bakeries and foodservice. It is a regional direct competitor in the chip-shop pie channel and a comparable mid-sized traditional bakery business.
• Pieminister: Pieminister is a UK premium pie brand selling pies through supermarkets and its own café/restaurant estate. It competes with Holland's in the supermarket frozen pie aisle but at a more premium price point and with a stronger food-service retail presence.
• Ginsters: Ginsters (owned by Samworth Brothers / Greencore supply) is a leading UK savoury pastry brand producing Cornish pasties, pies, sausage rolls and slices for supermarkets and convenience. It is a direct competitor in the supermarket chilled/frozen pastry category and in grab-and-go formats.
• Pukka Pies: Pukka Pies is one of the UK's largest frozen and chilled pie brands, sold across major supermarkets and foodservice. It is a direct competitor to Holland's in the UK frozen/chilled pie category with a broadly similar product range (meat pies, vegetable pies, pasties, sausage rolls) and customer base.

Emerging players

• Young's Seafood: Young's Seafood supplies fish, chip shop menu items, and foodservice products to UK chippies and foodservice operators. It is an adjacent peer sharing Holland's chip-shop customer base and foodservice distribution model, though focused on seafood rather than bakery.

Broad incumbents

• Wall's (Ad van Geloven / Zwanenberg): Wall's (now owned by Zwanenberg / Ad van Geloven) is a long-established UK sausage roll and pastry brand stocked in major supermarkets. It competes in the same supermarket chilled/frozen pastry category as Holland's and represents a broader incumbent player across savoury pastry formats.
• Samworth Brothers: Samworth Brothers is a major UK food manufacturer owning Ginsters and a range of chilled food brands. As a parent company of Holland's closest direct competitor (Ginsters) and a significant player in UK chilled pastry, it is a relevant broad incumbent peer.
• Cranswick plc: Cranswick is a leading UK food producer with pork, poultry, pastry, and sandwich categories supplying major retailers and foodservice. Its pastry and prepared foods divisions overlap with Holland's product categories and customer base, making it a broad incumbent food manufacturing peer.

Regional players

• Dickinson & Morris: Dickinson & Morris is a Melton Mowbray-based producer of traditional pork pies and savoury pastries. It is a regional peer in the heritage British savoury bakery space, though its core product (pork pies) sits adjacent to Holland's core meat pie range.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HollandsPies
• Facebookfacebook.com/HollandsPiesOfficial
• LinkedInlinkedin.com/company/hollands-pies

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Holland’s Pies