Square Pie is a British food brand founded in Spitalfields, east London, which specialises in handmade pies.

Square Pie
TypePrivately held company
IndustryFood retail
Founded2001, London
Crewe, Cheshire
Key people
Luke Morgan (CEO)
OwnerBeat Foods Ltd
ParentBeat Foods Ltd
DivisionsGrocery Wholesale
Square pie,2009


It was founded in 2001, with the first outlet, "The Square Pie Company", being opened in Spitalfields Market in November of that year.[1] After the success of this shop, and after expanding sales by supplying London venues such as The Social and The Lock Tavern and running a stall at Glastonbury, Square Pie opened a concession in Selfridges food hall in London in 2003.[2] A third outlet was opened at Canary Wharf in June 2004[3] to be followed by sites at The Brunswick Centre in Russell Square, Heathrow Terminal 1, Lord's Cricket Ground and Twickenham.[4] Square Pie went on to have outlets in Westfield White City, The O2, Birmingham Grand Central, Westfield Stratford City and a fusion brand Square and Co outlet in Bluewater.

The Square Pie brand was acquired in February 2018 by Beat Foods Ltd following Square Pie Limited entering administration due to the failure of its restaurant business. Beat Foods Ltd continue to produce Square Pie branded products for the Wholesale and Grocery Markets.


In 2007, Sainsbury's launched a Square Pie range across 71 of its stores raising to over 500 stores.[4] As with those produced for Square Pies' outlets, the pies in this "Take Me Home and Bake Me" range are handmade, using only natural ingredients,[5] with "clean and simple" packaging designed to reflect Square Pie's image as an "honest British food brand" – Square Pie outlets similarly use brown-board boxes as food containers.[6] Following its successful launch into Sainsburys, Square Pie launched into other retail outlets such as Ocado, Tesco, Coop Food and Waitrose.


Among the over 116 different types of pies the company made between 2001 and 2006,[7] Square Pie has produced tie-ins to sports championships, making a "humble pie" – kangaroo meat, red onion, field mushroom and Merlot – to mark Australia's loss at the 2003 Rugby World Cup,[8] and running a "Pie World Cup" during the 2006 FIFA World Cup[9] (won by the Senegalese Chicken Yasser). It also launched a pie branded with the London 2012 logo in 2004, in support of London's (successful) bid to host the Olympic Games in 2012.[10]


  1. ^ Altman, Daniel (10 January 2006). "A trendy taste:the new savory pie". International Herald Tribune. The New York Times Company. Retrieved 20 July 2008.
  2. ^ "Square Pie, oval balls and a round of crow". Caterer & Hotelkeeper. Reed Business Information. 11 December 2003. Retrieved 20 July 2008.
  3. ^ "Square Pie hits Canary Wharf". Caterer & Hotelkeeper. Reed Business Information. 17 June 2004. Retrieved 20 July 2008.
  4. ^ a b "Square Pie range launched in 71 Sainsbury's stores". Talking Retail. Nexus Business Media. 23 April 2007. Archived from the original on 4 July 2008. Retrieved 20 July 2008.
  5. ^ "Sainsbury's strike new deal with pie manufacturer". MeatInfo.co.uk. William Reed Business Media. 13 April 2007. Retrieved 20 July 2008.
  6. ^ Sandison, Nikki (25 June 2007). "Pearlfisher creates supermarket identity for Square Pie". Brand Republic. Haymarket Media. Retrieved 20 July 2008.
  7. ^ "The History of Square Pie". Square Pie. Square Pie. 2006. Archived from the original on 29 April 2007. Retrieved 20 July 2008.
  8. ^ "June 12–16, 2006". MediaGuardian. Guardian News and Media. 19 June 2006. Retrieved 20 July 2008.
  9. ^ "Square Pie World Cup". Square Pie. Square Pie. 2006. Retrieved 20 July 2008.
  10. ^ "East End business' recipe for success". London 2012. The London Organising Committee of the Olympic Games and Paralympic Games. 11 October 2004. Archived from the original on 8 January 2008. Retrieved 20 July 2008.

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