Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.
Boxed mac and cheese is crafted with Guinness Stout and Cabot Farmers’ Reserve Cheddar.
March 13, 2023
Guinness Boxed Macaroni & Cheese contains no alcohol and is a malty-flavored take on macaroni and cheese. The Guinness stout-flavored blend is made with Cabot Farmers’ Reserve ready-made cheese sauce combined with organic radiatore pasta.
“We are incredibly proud to launch these products with VCPI,” says Declan Hassett, licensing manager, Diageo. “The combination of Guinness and Cabot Cheddar gives a gorgeous deep flavor that brings something new and exciting to mac and cheese. I think it is best enjoyed with a beautiful, nicely chilled glass of Guinness, Slàinte!”
“We are pleased to introduce Guinness Macaroni & Cheese just before St. Patrick’s Day,” says Adam Farmer, chief executive officer, chairman of the board, The Farmer Companies. “It has taken VCPI and Guinness nearly two years to create the perfect blend of Guinness Stout flavor and Cabot’s Farmers’ Reserve Cheddar into a delicious, easy-to-use, ready-made liquid blend combined with organic radiatore pasta. When you marry two such iconic brands, the world’s most-popular stout and the world’s best cheddar, you had better get it right – and we did.”
In addition to the original Guinness Macaroni & Cheese, VCPI plans to add several more flavors to the Guinness line including Caramelized Onion, Cracked Black Pepper and Black Truffle.
The Guinness Macaroni & Cheese is a collaboration between Guinness and The Farmer Companies. The partnership was brokered by Guinness’ global brand extension agency, Beanstalk.
License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.
Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.
Subscribe for updates directly into your inbox.
You May Also Like
Seven Frequently Asked Questions About License Global’s Show DailiesMar 1, 2024
The Paddington Bear Experience Comes to LondonMar 1, 2024
Newest Multigenerational ‘Sesame Street’ Fan Products AnnouncedMar 1, 2024
Orange Comet, Universal Announce Roblox ‘JAWS’ ExperienceMar 1, 2024