Ginsters, Guinness Toast to Savory Slices Deal

The Britain pasty bakery and Guinness will partner in the savory slices category.
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License Global

March 17, 2021


In a collaboration brokered by Beanstalk, U.K. pastry brand Ginsters and Guinness have joined forces to launch a new Ginsters Smoky Steak & Guinness slice. The recipe was developed by head chef Chris Eden, a long-standing Ginsters chef-partner.

"We're all looking for more excitement at the moment, and lunch has become even more important in our day," says Sam Mitchell, managing director, Ginsters. "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 flavor-driven innovations to the aisle for shoppers. We have come together with Guinness to contemporize a traditional recipe with our combined signature taste. Ginsters' chefs and Guinness' master brewers have created a bold new flavor which brings vibrancy into the subcategory while elevating the at-home mealtime occasion."

The slice combines British farmed beef with potato, carrot, onion, swede, leek, chestnut mushrooms, black treacle, garlic and a measure

of world-famous Guinness. Brought together in gravy and infused with smoked salt, the filling is then wrapped in Ginsters' 80-layer puff pastry to finish. It uses a blend of spices and British ingredients.

"Guinness and food is an iconic combination, be it as an ingredient or as a perfect pairing," says Neil Shah, head, Guinness Great Britain. "Teaming up with Ginsters is a celebration of our unique heritage and shared values, bringing together the best of our regions – all while having fun with flavors and bringing consumers something new."

The savory slice is available nationwide now.


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