Square Pie is a British

United Kingdom

The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...

 food retail chain based in Hackney

London Borough of Hackney

The London Borough of Hackney is a London borough of North/North East London, and forms part of inner London. The local authority is Hackney London Borough Council....

, east London, which specialises in handmade pie

Pie

A pie is a baked dish which is usually made of a pastry dough casing that covers or completely contains a filling of various sweet or savoury ingredients....

s. It was founded in 2001 by Martin Dewey, with the first outlet, "The Square Pie Company", being opened in Spitalfields Market

Spitalfields Market

Spitalfields Market may refer to:* Old Spitalfields Market, a covered market in Spitalfields, just outside the City of London* New Spitalfields Market, a market in Leyton, East London, which opened in 1991...

in November of that year. After the success of this shop, and expanding sales by supplying London venues such as The Social and The Lock Tavern and running a stall at Glastonbury

Glastonbury Festival

The Glastonbury Festival of Contemporary Performing Arts, commonly abbreviated to Glastonbury or even Glasto, is a performing arts festival that takes place near Pilton, Somerset, England, best known for its contemporary music, but also for dance, comedy, theatre, circus, cabaret and other arts.The...

, Square Pie opened a concession in Selfridges

Selfridges

Selfridges, AKA Selfridges & Co, is a chain of high end department stores in the United Kingdom. It was founded by Harry Gordon Selfridge. The flagship store in London's Oxford Street is the second largest shop in the UK and was opened on 15 March 1909.More recently, three other stores have been...

 food hall in London in 2003. A third outlet was opened at Canary Wharf

Canary Wharf

Canary Wharf is a major business district located in London, United Kingdom. It is one of London's two main financial centres, alongside the traditional City of London, and contains many of the UK's tallest buildings, including the second-tallest , One Canada Square...

 in June 2004 to be followed by sites at The Brunswick Centre

Brunswick Centre

The Brunswick Centre is a grade II listed residential and shopping centre in Bloomsbury, Camden, London, England, located between Brunswick Square and Russell Square....

 in Russell Square, Heathrow Terminal 1, Lord's Cricket Ground

Lord's Cricket Ground

Lord's Cricket Ground is a cricket venue in St John's Wood, London. Named after its founder, Thomas Lord, it is owned by Marylebone Cricket Club and is the home of Middlesex County Cricket Club, the England and Wales Cricket Board , the European Cricket Council and, until August 2005, the...

 and Twickenham

Twickenham Stadium

Twickenham Stadium is a stadium located in Twickenham, in the London Borough of Richmond upon Thames. It is the largest rugby union stadium in the United Kingdom and has recently been enlarged to seat 82,000...

.

In 2007, Sainsbury's launched a Square Pie range across 71 of its stores. 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, 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.

Among the over 116 different types of pies the company made between 2001 and 2006, Square Pie has produced tie-ins to sports championships, making a "humble pie" – kangaroo

Kangaroo

A kangaroo is a marsupial from the family Macropodidae . In common use the term is used to describe the largest species from this family, especially those of the genus Macropus, Red Kangaroo, Antilopine Kangaroo, Eastern Grey Kangaroo and Western Grey Kangaroo. Kangaroos are endemic to the country...

 meat, red onion, field mushroom and Merlot – to mark Australia's loss at the 2003 Rugby World Cup

Rugby World Cup

The Rugby World Cup is an international rugby union competition organised by the International Rugby Board and held every four years since 1987....

, and running a "Pie World Cup" during the 2006 FIFA World Cup

2006 FIFA World Cup

The 2006 FIFA World Cup was the 18th FIFA World Cup, the quadrennial international football world championship tournament. It was held from 9 June to 9 July 2006 in Germany, which won the right to host the event in July 2000. Teams representing 198 national football associations from all six...

 (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.