HOLLAND'S pies are helping to make Blackpool Illuminations a tastier event this year.

The Baxenden-based company has sponsored a section of the six-mile coastal strip for the next four years.

They have named the quarter-of-a-mile stretch in the south shore 'Pies Through the Ages' and will adorn it with a series of meaty displays.

There will be a 'Pie-cycle' penny farthing, a 60s 'Hip-pie', and a wartime 'Pie-lot', as well as other historically themed images.

A team of 45 craftsman from Rigby Road Workshop, Blackpool, is working to get the displays ready for their autumn kick-off. The illuminations' 500 designs cost £2.4m and are supplied to a variety of companies.

And eight million visitors will bring in an extra £200 million to Blackpool during the illuminations 66 night stand.

Holland's chose to begin their support for the illuminations this year to mark their 150th anniversary.

Dilys Day, sales and marketing manager for Holland's Pies, said: "We thought our 150th year was a great time to start our association with the lights and we look forward to continuing to give our support.

"Blackpool Illuminations is not only a great tradition but a fantastic day and night out that Holland's is thrilled to be part of."