Guinness Introduces Sous Vide Slow Cooked Meats in Exclusive Partnership with Asda
Guinness, a brand renowned for its iconic stout, has ventured into the culinary market with a new range of sous vide slow-cooked meats.
Partnering exclusively with Asda, the three-product lineup—Guinness BBQ Chicken Wings, Guinness Beef Casserole, and Guinness Chipotle Pulled Pork—will be available in 266 stores nationwide starting November 18, 2024. Prices range from £5.50 to £6.50.
The launch aims to redefine home cooking by delivering rich, slow-cooked flavors inspired by Guinness’s robust taste profile.
Declan Hassett, Licensing Manager at Diageo, highlighted the brand’s history of pairing with food, noting, “Guinness’s roasted barley flavor provides depth and umami, elevating classic comfort food.”
This culinary initiative is a collaboration between Guinness, The Flava People, and Pilgrim’s Europe. Over 11 months, the teams worked to create dishes that are both easy to prepare and true to the brand’s heritage.
Michelle Rowley of The Flava People remarked, “We’ve crafted a range that’s both delicious and disruptive, bringing Guinness’s essence into a new, accessible format.”
The products leverage sous vide cooking, a technique that ensures consistent quality while preserving the rich, malty flavors associated with Guinness. Sam Reader from Pilgrim’s Europe praised the collaboration, calling it “a warm hug in a dish.”
Asda is optimistic about the launch, anticipating it will attract a younger demographic. Luca Delrio, Buying Manager at Asda, noted, “Guinness’s appeal to younger consumers and its iconic branding will bring excitement and innovation to the slow-cooked category.”
The new range not only marks a bold step for Guinness but also signals a broader trend of iconic brands exploring fresh ways to connect with modern consumers.
With its focus on quality and flavor, this launch promises to enrich winter dining experiences and draw new shoppers to the slow-cooked meats aisle.
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