Licensees Focus


17 Mar - 2021

Britain’s iconic pasty bakery and Guinness partner to bring excitement to the savoury slices category

In an exciting collaboration brokered by Beanstalk, the UK’s number one savoury pastry brand, Ginsters, and iconic Irish brewer, GUINNESS, have joined forces to launch a new Ginsters Smoky Steak & GUINNESS slice. The premium recipe has been developed by Cornish born, award-winning head chef, Chris Eden – a long-standing Ginsters chef partner – creating a unique innovation for the savoury slices category.

Available nationwide in the UK from 15th March, the steak and stout slice taps into two key trends to reinvigorate the category: the rise in at-home meal occasions and fast-growing consumer demand for premium flavour experiences. It is set to widen appeal among valuable post family shoppers who account for two thirds of all category spend.

The new partnership brings together two of the nation’s biggest food and drink headliners, fusing

the bold malty sweetness of GUINNESS with Ginsters’ distinctive depth of flavour.

Sam Mitchell, Ginsters’ Managing Director, commented, “We’re all looking for more excitement at the moment and lunch has become even more important in our day. We know consumers are up for trying new things and looking for recipes with a difference. It’s our job to keep the category fresh and bring flavour-driven innovations to the aisle for shoppers.” Mitchell continues saying, “We have come together with GUINNESS to contemporise a traditional recipe with our combined signature taste. Ginsters’ chefs and GUINNESS’ master brewers have created a bold new flavour which brings vibrancy into the subcategory while elevating the at-home mealtime occasion.”

Neil Shah, Head of Guinness Great Britain, adds: “GUINNESS and food is an iconic combination, be it as an ingredient or as a perfect pairing. Teaming up with Ginsters is a celebration of our unique heritages and shared values, bringing together the best of our regions – all whilst having fun with flavours and bringing consumers something new.”

The Ginsters Smoky Steak & GUINNESS Slice is the latest in several recent co-partnered product launches for Ginsters. In 2020, the savoury pastry market leader continued its partnership with meat-free pioneer, Quorn, to launch the Vegan Peppered Steak Slice and the Ginsters’ Vegan Quorn Sausage Roll – an innovation strategy that has contributed to Ginsters’ +9.6% overall year-on-year growth.

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