April 12, 2021

Peter’s celebrates 50 years of baking in Wales with new brand logo and photography

Welsh pastry baker Peter’s, famous for their pies, pasties and sausage rolls, is celebrating its fiftieth year of baking in Wales.

To honour this milestone, Peter’s has marked the start of 2021 by launching a new design. Retaining the colour green synonymous with Peter’s, the packaging features a new ‘signature’ logo and appealing photography, with the design encompassing the pastry baker’s family themed ‘A taste of home’ message.

Mike Grimwood, Managing Director of Peter’s, said: “We are delighted to celebrate our fiftieth year with the launch of our design. Peter’s products are a family favourite in many homes across Wales and our rebrand reflects our commitment to providing affordable, tasty products that families can enjoy together.”

The new design will be rolled out across all of the company’s retail packaging ready for the St David’s Day promotions taking place in supermarkets across Wales.

Mike said: “We hope this new style and messaging really resonates with our customers, particularly as families are spending more mealtimes together at home. Wherever our customers call ‘home, they can enjoy a lovingly baked treat from our home to theirs.”

Peter’s fans are encouraged to join in with their fiftieth anniversary celebrations by sharing their memories and favourite products using the hashtag #ATasteOfHome.

Now a household name, Peter’s came from humble beginnings. Established by family man and entrepreneur Stan Thomas as a small pie manufacturer in Merthyr Tydfil, “Thomas’ Pies” supplied highly sought-after savoury pastries to the Valleys.

The Thomas family, including sons Sir Stanley Thomas OBE and Peter Thomas CBE, moved the business to its existing home in Bedwas, Caerphilly in 1970 and created the now highly successful Peter’s brand.

Although Peter’s is no longer run by the Thomas’, the founding family maintains a close affinity with the business and recently called to celebrate the fiftieth anniversary. Prior to his passing in 2015, Stan also enjoyed visiting the Bedwas bakery, meeting with staff and sharing his passion for pies.

Mike Grimwood said: “Peter’s is Stan’s, Stanley’s and Peter’s legacy – a household name that supplies retailers and venues across Britain, and based in a modern, purpose-built factory in Bedwas.

“They had a passion for pastry, innovative ideas and a brain for business. Stan saw the opportunities the end of meat rationing offered in the 1950s and created a company which simply grew and grew, today employing 700 staff and selling millions of pies every year.”

The vision and growth of Peter’s has continued through several management changes during the half century. In the 1990s, the business expanded its Bedwas bakery and operations, and grew its Foodservice and retail offering, taking Peter’s to chip shops and supermarkets across the UK.

The following decades have seen further development with the pastry baker growing its portfolio beyond its traditional ranges. Peter’s launched a ‘Seriously Tasty’ range and other products through brand partnerships with Quorn, Heinz, Sharwoods and Bisto. Production has also expanded after the company secured ‘own label’ contracts with major supermarkets.

The company has enjoyed loyalty from its customers over the half century, with many of their bestselling products, including the corned beef pasty and minced beef and onion pie, remaining as popular today as when they were launched by Peter’s fifty years ago.

Mike Grimwood continues: “From much-loved old favourites to new and exciting ranges, our amazing customers have been with us every step of the way. We are extremely grateful to the generations of families who have enjoyed our pies and pasties throughout the years and continue to select Peter’s as their pastries of choice”.