Pilgrim’s Europe ramps up snack production ahead of VE Day surge
Warm weather drives 20% boost in scotch egg and snack output
5 May 2025
2 minute read
By: Pilgrim’s Europe, one of Europe’s largest food companies, has ramped up production to meet an expected surge in demand for its snacking products brought on by hot spring weather and VE Day celebrations.
With the sun set to shine, Brits will be planning parties to celebrate and commemorate the 80th anniversary of VE Day.
Pilgrim’s Europe specialist UK snacking team, which supplies into major retailers and food service businesses, is producing and supplying around 2.6 million packs of snacking products.
This includes 1.8 million scotch eggs and other mini eggs, chicken bites and cocktail sausages – with a 20% increase on the snacking site’s average weekly output volumes across the snacking category – going onto supermarket shelves this week leading up to the VE Day celebrations across the UK from 5th to 8th May.
The forecast comes after sales of snacking products soared by 10%[1] during the Queen’s Jubilee, and by 20% in May 2023 for the King’s Coronation – with the category delivering over £80m over the 4-week period[2].
“In Britain, there's nothing we love more than getting together outdoors to celebrate special occasions, especially when sunny weather combines with national pride. Food always takes centre stage, and the 80th anniversary of VE Day is set to bring communities out onto the sunny streets to celebrate," said Jason Winstanley, head of research and insight at Pilgrim’s Europe.
“We know that a mix of good weather and national celebrations really drive sales in the snacking category, and we've boosted our production to ensure everyone can enjoy their favourite treats during the upcoming days of celebrations," he added.
“VE Day is just the beginning for snacking opportunities as we head into the spring and summer months, creating the perfect moment for retailers to explore how to maximise their snack offerings," Winstanley continued. "Leveraging targeted promotions, engaging in-store displays, and effective cross-merchandising will help retailers boost sales and capitalise fully on the seasonal uplift."
