Pilgrim’s Increases Production for VE Day Celebrations

Pilgrim’s Increases Production for VE Day Celebrations

Snacking Surge Ahead of Historic Commemoration

Pilgrim’s Increases Production for VE Day Celebrations as demand for festive foods climbs with the 80th anniversary approaching quickly.
Pilgrim’s Europe has rapidly scaled operations to supply 2.6 million snack packs to retailers across the UK this holiday week.
This push includes 1.8 million scotch eggs, chicken bites, cocktail sausages, and more—20% above the usual weekly production rate.

As VE Day runs from 5 to 8 May, supermarkets now prepare to meet customer demand for celebratory and convenient snacking options.
The company’s specialist UK team focuses on meeting retailer needs while maintaining high output and consistent quality across all products.
Clearly, national pride and seasonal weather patterns both contribute to strong surges in snack product sales during major UK events.

Past Events Set the Benchmark

Sales data from previous celebrations, like the Queen’s Jubilee and King’s Coronation, show strong public enthusiasm for festive snacks.
During those events, snack product sales rose up to 20%, contributing over £80 million in just four weeks of seasonal demand.
Pilgrim’s Europe uses those insights to plan and execute timely increases in production, optimizing supply for each national moment.

Strategy Supports Retail Growth

Jason Winstanley from Pilgrim’s Europe emphasized the impact of weather and public celebrations on snack category sales performance.
He explained how the brand is ready to meet consumer expectations through efficient production and distribution of top-selling snack items.
Retailers are encouraged to explore product promotions, effective merchandising, and themed displays to boost customer engagement.

A Wider Seasonal Opportunity

The VE Day push represents more than just one event—it kicks off months of heightened snacking activity through spring and summer.
This provides an excellent opportunity for brands and stores to build momentum with consumers looking for easy, fun food options.
Smart retailers will leverage this moment to rework displays, refresh shelves, and drive traffic toward seasonal snack sections.

Honouring the Moment

Tesco added to the commemorative efforts by offering veterans a 10% in-store discount starting 1 May for VE Day recognition.
This gesture complements the celebratory food offerings now hitting shelves as families prepare for community gatherings and parties.
Pilgrim’s Increases Production for VE Day Celebrations to ensure every household has access to their favourite treats this holiday week.

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