Guinness partners with Ginsters to ‘elevate the at home mealtime’ with new savoury slice

Published on: 16th March 2021

The iconic Irish brewer, Guinness has joined forces with the UK pastry brand, Ginsters to launch a new Ginsters Smoky Steak and Guinness slice.

In a deal brokered by Beanstalk, the premium recipe has been developed by the Cornish born, award-winning head chef, Chris Eden – a longstanding Ginster chef partner – helping the pair innovate in the savoury slices category.

According to Ginsters, the new launch is ‘set to widen appeal among valuable post family shoppers who account for two thirds of all category spend.’

The slice combines 100 per cent British farmed beef with potato, carrot, onion, swede, leek, chestnut mushrooms, black treacle, garlic and a measure of world-famous Guinness. Brought together in a rich gravy and infused with smoked salt, the filling is then wrapped in Ginsters’ hallmark 80- layer light, puff pastry to finish.

It uses a blend of spices and quality British ingredients, including  vegetables from Hay Farm on Cornwall’s Rame Peninsula – 15 miles from the Ginsters bakery. 

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.

“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, added: “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 while 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 per cent overall year-on-year  growth. 


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