Food manufacturer Pilgrim’s Europe has ramped up production to meet an expected surge in demand for its snacking products ahead of the 80th anniversary of Victory in Europe (VE) Day next week.

Pilgrim’s Europe specialist UK snacking team, which supplies major retailers and food service businesses, is producing 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 brand’s average weekly output volumes – going onto supermarket shelves this week, in time for VE Day celebrations from 5 to 8 May.

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The forecast comes after sales of snacking products soared by 10% during the Queen’s Jubilee, and by 20% in May 2023 for the King’s Coronation – with the category delivering more than £80m over the 4-week period.

Pilgrim’s Europe head of research and insight Jason Winstanley said: “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.

“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.

“Leveraging targeted promotions, engaging in-store displays, and effective cross-merchandising will help retailers boost sales and capitalise fully on the seasonal uplift.”

Yesterday (1 May), Tesco announced that it will be offering military veterans an exclusive 10% discount when shopping in-store to commemorate the 80th anniversary of VE Day.