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Mince pie war hots up as supermarkets bid to woo younger taste buds
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theguardian.comBritons are starting Christmas early, with sales of mince pies on track to top £100m amid a fierce supermarket bake-off.
The popularity of the mince pie is rivalled only by pigs in blankets at Christmas and this year a welter of new flavours, including cookie-style and plant-based pastries, are on the menu as stores seek to appeal to younger taste buds.
The restrictions on household mixing last year resulted in a drop in mince pie sales but grocery market analysts Kantar said demand had roared back to pre-Covid levels.
Its data shows 5.5 million people have already bought mince pies in the supermarket which is 200,000 more than at this point of 2020.
“There is a lot of pent-up “want” for a decent festive season so I think people are getting
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