To mark its 100th year, Staffordshire bakery Wrights will donate 10p from every in‑shop Centenary Pie to Macmillan Cancer Support. The limited‑edition range includes a Centenary Chicken, Leek & Bacon Pie developed with chef Thom Bateman and a Centenary Caramel Custard Slice; the products roll out in Wrights' shops, vans and selected forecourts from March, with wholesale availability from April.

New recipes and a named collaboration Wrights has turned its centenary into a product moment with two limited items: a savoury Centenary Chicken, Leek & Bacon Pie and a sweet Centenary Caramel Custard Slice. Chef Thom Bateman worked on the pie recipe. “Working with Wrights on a pie for its 100th year has been a real privilege,” Bateman said. He described the brief as honouring Wrights’ baking heritage while refreshing flavour and texture. Peter Wright, former chairman and CEO of Wrights and a grandson of the founders, supported recipe development, linking the launches to the family lineage behind the brand. How the products are being sold The centenary items will be available through multiple channels: - Freshly baked across Wrights’ shops in Staffordshire and sold from company vans. - Selected forecourts will carry the products to reach convenience retail customers. - Wholesale listings begin in April, so foodservice customers can order the Centenary Pie and Centenary Slice for their own counters or displays. Helen Bowyer, commercial director for foodservice at The Compleat Food Group (the parent group that operates Wrights), said the launches showcase the bakery’s technical skills and heritage. Charity tie-in and fundraising mechanics Wrights will donate a fixed 10p from every Centenary Pie sold in a Wrights the Bakery shop to Macmillan Cancer Support. The donation applies only to in-shop retail sales (shops and vans), not to wholesale orders, keeping the fundraising visible to consumers who buy directly from Wrights’ outlets. Product development: craft, heritage and retail fit The two items combine traditional pastry technique with contemporary tastes. The Centenary Pie pairs chicken, leek and bacon — bridging classic British pie flavours and modern comfort-food trends. The Centenary Slice layers caramel custard between crisp puff pastry, finished with icing and caramel swirls as a celebratory take on Wrights’ vanilla custard profile. Wrights said the pie recipe underwent a development process aimed at balancing texture, sauce and pastry performance for high-volume baking so the product works both as a freshly baked shop item and as a reliable wholesale SKU.

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Ten pence from every Centenary Pie sold in Wrights' shops and vans will be donated to Macmillan Cancer Support.

This article was created with AI assistance.