The partnership was brokered by Diageo’s global brand extension licensing agency, Beanstalk.
“Guinness is a beer with a unique standing in the world of food and has strong heritage in hearty home cooking,” says Olivia Parkes, brand manager, Guinness partnership, The Flava People. “This new paste is designed to expand cooks’ and chefs’ relationship with the Guinness flavor profile and how it is used in food – providing a more premium and versatile experience, while remaining easy to use.”
The Guinness Cooking Paste can be found in 850 Tesco stores. The paste is part of a wider launch between The Flava People and Guinness, being one of 10 new products launching over the next six months to include sauces, rubs and more.
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