Higgidy has partnered with Guinness to launch a new Slow-Cooked Steak & Guinness Pie, combining the brand’s savoury baking expertise with the flavour of the world’s leading stout.
The 200g pie, which hits shelves this September, is made with Red Tractor assured British beef in a Guinness, onion and herb gravy. It comes encased in an all-butter shortcrust pastry, topped with puff pastry and a sprinkle of rosemary.
“Guinness is an iconic Diageo brand and we are so pleased to be partnering with them on creating a successful pie that will bring further growth to the pie category,” said the Higgidy team.
Declan Hassett, Senior Licensing Manager at Guinness, added: “A Steak and Guinness pie just makes sense. Higgidy is passionate about pies and have created a great Steak & Guinness pie that I believe both pie lovers & Guinness lovers will enjoy – and as a combination, the Higgidy pie and a pint of Guinness is absolutely fantastic.”
The launch will be supported by a national poster campaign, trade media activity, experiential PR, and digital promotion across Instagram and Facebook. A media and buyer event is also scheduled at Diageo’s London head office in September.
The Higgidy Slow-Cooked Steak & Guinness Pie will be available in recyclable packaging at Tesco, Sainsbury’s and Ocado, priced at £3.75.
