The Flava People have teamed up with Diageo once again to launch a new range of Guinness sauces – Guinness Smoky Tomato Ketchup and Smoky BBQ Sauce, both available at Tesco stores now. The partnership was brokered by Diageo’s global brand licensing agency, Beanstalk.

Dubbed ‘the beer of taste’ and loved by chefs across the world, Guinness adds a recognisable malty, smoky flavour to everyday cupboard essentials.

Part of a wider partnership with Diageo, the ‘Guinness Kitchen’ portfolio is aimed at targeting foodies and beer lovers. The range targets consumers who enjoy experimenting with home cooking but rely on easy-to-use base ingredients and ready-made add-ons to create intense, delicious meals.

Olivia Parkes, Brand Manager for ‘Guinness Kitchen’ at The Flava People, says: “Guinness is a beer with a unique standing in the world of food and has long been associated with hearty home cooking and delicious flavour. The new sauces are designed to expand shoppers’ relationship with Guinness and food beyond that of the traditional – providing more premium, flavoursome alternatives to household cupboard staples, perfect as we enter the summer BBQ months.

“We’re now building the range with products suited to entry level through to accomplished cook, meaning we can capture consumers and introduce them to the concept of Guinness with food through the comfort food they traditionally associate with the brand, like pies and gravy, before transitioning them to more experimental formats and cooking with the Guinness flavour as an ingredient.”

Guinness Smoky BBQ sauce and Guinness Smoky Tomato Ketchup are a twist on Britain’s much loved classic table sauces. Packed full of flavour, they promise to add a little oomph to the well-loved burger and bacon butty. The two condiments are available at over 300 Tesco stores and are an addition to the Guinness food range that includes six other existing products.