Pie eating has really taken off in these times of economic uncertainty - and now the attention is turning to pie baking with the launch today of British Pie Week.

British Pie Week urges baking bonanza

Pie eating has really taken off in these times of economic uncertainty – and now the attention is turning to pie baking with the launch today of British Pie Week.

British Pie Week urges baking bonanza

For several years now, sales of the culinary classic have been booming as people turn to the pie as cheap comfort food. Now, British Pie Week, organised by pastry brand Jus-Rol, is aiming to get consumers into their kitchens to have a go at creations of their own.

Every day this week, the British Pie Week website, www.britishpieweek.co.uk, is promoting a pie of the day, and there is also a range of savoury and sweet recipes for consumers to try out. There are hints and tips too for producing pie perfection.

Research by Mintel 18 months ago found that sales of pies and pasties rose 5% between 2008 and 2009, and predicted that the growth would continue. Meanwhile, research by Sainsbury’s earlier this year found that shepherd’s pie was the UK’s favourite winter comfort food.

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