The UK’s number one savoury pastry brand and iconic Irish brewer – Ginsters and Guinness – have joined forces in an exciting collaboration to launch a brand-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.
Available nationwide from 15th March, 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 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.
The Ginsters Smoky Steak & Guinness Slice is the latest in a number of 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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