Frank Dale Foods aiming for Europe with miniature pies

Rob Dale, business development director of Frank Dale Foods.

Rob Dale, business development director of Frank Dale Foods. - Credit: Archant

South Norfolk-based Frank Dale Foods is taking a tiny taste of Britain to Europe as it targets the continent with its range of traditional mini pies.

The move marks a change of direction for the £5m-turnover company, which until now has focused on Asian markets, but will now take the pies, among other food ranges, to Germany, the Netherlands and the Nordic countries.

Business development director Rob Dale said: 'Our research has shown us that these three markets are successful for British exporters, especially for food.

'Germany is a big market that companies including GU and Cathedral City have had success with. The Netherlands, while small is also good for British food sales, and the Nordics are very into quality.'

The company has conducted extensive research, and invested in an image redesign to internationalise its brand and packaging.

It's also led to their traditional foods being adapted to better suit foreign tastes - substituting puff pastry pie tops for potato with bacon in the Netherlands, for example.

The export drive coincides with renewed government focus on food and drink exports through its Great British Food Unit.

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Mr Dale added: 'It's brilliant that they are doing this. Often the mindset is to associate British food with greasy 70s café-style food. Championing what companies are doing now with modern British cuisine is amazing.'

Frank Dale Foods will be supplying their pies to a reception at The Hague next week to promote East Anglian tourism in Holland.

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