GINSTERS AND GUINNESS COLLABORATE TO REINVIGORATE SAVOURY SLICES
London, UK , March 16, 2021 – 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 from 15th March at RRP £1.80, 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 slice combines 100% 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.
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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About Ginsters of Cornwall:
· Ginsters is a founding member of the Cornish Pasty Association (CPA), which exists to protect the heritage and quality of the Cornish Pasty. It was also instrumental in securing Protected Geographic Indication (PGI) status for the Cornish Pasty.
· Ginsters achieved five wins at the prestigious 2020 British Pie Awards. As well as Highly Commended and Gold in the Vegan Pie class for its Vegan Quorn Pasty, Ginsters scooped Gold for its Moroccan Vegetable Pasty. The Ginsters Cornish Pasty and Cornish Chicken, Chorizo & Cornish Gouda Pasty were awarded Silver. The Ginsters Vegan Quorn Pasty and both flavours in the Ginsters Premium Pork Roll range also landed Gold in the Taste of the West Awards 2020 and the Ginsters Gluten Free Cornish Pasty won Commended.
· In 2019, Ginsters accumulated a total of eight accolades; a quadruple win at the prestigious British Pie Awards, a Gold and Commended in the 2019 Taste of the West Awards and Highly Commended in the Q Awards. The Vegan Quorn Pasty was a Finalist for The Grocer Top Launch Award. In 2020, Ginsters won The Grocer Top Product Launch for Savoury Pastries and Meat Snacks for the Ginsters Quorn Sausage Roll.
· Ginsters sources vegetables locally where possible from Hay Farm on the Rame Peninsula, Cornwall – 15 miles from the Ginsters bakery. Only ingredients not typically cultivated in the UK, e.g., spices, are sourced from outside the UK.
· Ginsters contributes in the region of £43m per year to the UK economy, including the local farming community in Cornwall and the South West.
· Ginsters is a British business formed in 1967. In 1969 Geoffrey Ginster, a Cornish Dairy Farmer, began baking his own pasties in an old egg-packing barn in Callington, Cornwall. In 1977, the Samworth Brothers saw the potential of the company and purchased and grew the brand.
· In 1969, 24 pasties a day were produced from the old egg-packing barn. Today, Ginsters bakes, on average, three million chilled savoury pastries, including pasties, slices and sausages rolls every week, in the Callington bakery.
· There are over 33 recipes in the Ginsters range and over 67 different formats (including singles, multi-packs, limited editions).
About GUINNESS:
The GUINNESS Company was established in 1759, when Arthur GUINNESS signed a 9,000-year lease on St. James’s Gate Brewery in Dublin. Brewed using four natural ingredients, water, barley (malted & roasted), hops and yeast, GUINNESS is the world’s most popular stout. The iconic beer is brewed in 49 countries worldwide and sold in over 120. The most GUINNESS is sold in Great Britain, Ireland, USA, Nigeria and Cameroon. All GUINNESS consumed in Ireland and Great Britain is brewed at St. James’s Gate Brewery. More information can be found at www.GUINNESS.com
Enjoy GUINNESS Sensibly.
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About Beanstalk
Beanstalk, a global brand extension licensing agency, works closely with our clients to unlock brand equity and create many of the world’s most recognizable products and services. We help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer. Beanstalk offers a breadth of services across our practice areas, including brand representation, digital media representation (Tinderbox), manufacturer representation, consulting (Blueprint), creative services (STUDIO B), legal and financial services, and royalty auditing. The company is headquartered in New York, with offices in London, Miami and Cincinnati and affiliates throughout the world. For more information, please visit www.beanstalk.com. Beanstalk is a member of the Omnicom Specialty Marketing Group.