Pidy expands beyond pastry and onto Amazon

18 May 2011 by
Pidy expands beyond pastry and onto Amazon

Belgian pastry specialist" target="_blank" rel="noreferrer">Pidy ]( branching out by offering more non-pastry lines and by becoming the first bakery supplier to sell its products on

The company is hoping these initiative will attract more business from chefs, bakers and food service operators.

"We intend to make Pidy more of a one-stop shop for all sectors of the food industry in the future," explained UK general manager Robert Whittle, who said the change would be made in three distinct waves. .

The first wave saw 30 mould-breaking lines launched at the [International Food and Drink Event ]( this March, including flour Tortilla Wraps for sweet and savoury dishes, Meringue Crumble and Gingersnap Crumble instant toppings, and square (rather than round) Rum Babas.

At least 30 more new items will be unveiled by September, with a third wave of new products likely to appear later in the year or in early 2012. They will include lighter bites and wafers and more chocolate items, with meringue specialities under consideration.

Whittle said Pidy's move onto Amazon would offer a faster service to customers and challenge the operation of larger distributors.

"'It's a revolution that I believe will have some impact on larger distributors," he added. "The swiftness of our response and the competitive prices we are able to charge is going to push established market forces into reviewing their policies if they wish to compete in time to come."

â- Pidy has also launched a 'buy and reward' scheme for catering and bakery staff in which stars collected from Pidy product labels can be exchanged for vouchers to spend in high street chains such as Marks & Spencer, Argos, HMV and B&Q.

Customers simply fill up special saving cards (which can be downloaded from and post them to Pidy to receive their vouchers, along with entry into a prize draw to win a five-star weekend for two in Paris.

A free starter kit of five stars is available by calling 01604 705666 or e-mailing []( for details.

The Chef's a Star promotion closes on 30 September 2011.

â- Pidy's [Coloured Mini Cones - the wafer canapés served in a gold/silver two way artist's palette punched with holes to hold them - won a Fresh Ideas Award at IFE.

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