Guinness is launching a new range of sous vide slow cooked meat dishes for home cooks – a first for Guinness.
Partnering exclusively with Asda for the initial three month launch, the three-strong range will be available in 266 stores nationwide from mid-November, just in time for consumers seeking comforting dinners and cosy mealtimes this winter.
Working in partnership with The Flava People and Pilgrim’s Europe to bring the new products to life, the mission was to capture the unique, complex and robust flavours Guinness brings to the table, and deliver them in a simple-to-cook and enjoyable format.
Using well-loved flavours which have been used in classic comfort food dishes by professional chefs for generations, the vision for the new range is to bring big brand flavour, fun, and vibrancy to home dinners – allowing home-cooks to level-up, without the hassle or time investment normally needed to create sensational slow cooked meats.
The three new Guinness Slow Cook products include Guinness BBQ Chicken Wings, Guinness Beef Casserole, and Guinness Chipotle Pulled Pork.
Declan Hassett, Licensing Manager at Diageo, said: “Established over 250 years ago, Guinness has a long history of being drunk with food and used as an ingredient within food. It’s particularly popular as an ingredient in slow cook and casserole formats that help to elevate the flavours of our own roasted barley, providing depth, umami and a complex but iconic flavour profile. Working with The Flava People, they have really hit the nail on the head when it comes to expanding the Guinness proposition into the slow cooked category.”
Working on the new range for 11 months, The Flava People wanted to ensure the range strategically aligned with the long-term vision by Diageo for the Guinness brand to ensure product longevity, whilst also leveraging the brand power to bring excitement and innovation to the category.
Michelle Rowley, Brand & Product Director at The Flava People, added: “Guinness is truly having its time in the limelight, and it’s thrilling to be part of this journey as the brand reaches a whole new generation of fans.
“The distinct, rich flavours and textures of Guinness are not only iconic but also incredibly well-suited to food, translating beautifully into dishes that bring a real depth of flavour to the table. We wanted to capture that unique essence and make it easy for home cooks to enjoy a taste of Guinness in a way that feels both elevated and accessible.
“Working with Pilgrim’s and Diageo has been an incredible experience, and together, we’ve created something that is genuinely special – and certainly had some fun along the way. We’re all immensely proud of how the teams have come together to deliver a product range that’s both delicious and disruptive – a true collaboration and celebration of Guinness’s character.
“This range brings newness and excitement to a category that’s often dominated by own-label offerings, with the potential to shake up the category and shift perceptions. By harnessing the popularity of Guinness, we’re not just launching new products; we’re bringing innovation and energy into the slow-cooked aisle, drawing in new shoppers who might not have previously explored it.
“We’re excited to see the impact this launch will have in Asda, as it embodies the best of what a trusted, beloved brand like Guinness can bring to modern mealtimes.”
Luca Delrio, Buying Manager – Pork, Plant based & vegetarian, Meat, Fish & Produce Business Unit in Commercial Food, Asda, said: “Working together on delivering this project has felt truly collaborative, fun and exciting. Guiness is everywhere at the moment – from sport, to shops, to TV programs. It’s understandable considering the incredible flavours – that is speaking as a Guinness drinker myself.
“At Asda we believe there is a definite opportunity in the category to explore how brand-led innovation can drive incremental shoppers and attract customers who wouldn’t usually shop the aisle, and that’s why we moved as fast as we could to launch this range. On shelf, we’re confident the brand will be eye-catching and draw people in.
“With Guinness starting to over index with younger consumers, we’re interested to see how it’ll affect our product launch, anticipating the launch will excite shoppers and provide a halo effect to the category, making new shoppers more likely to shop the fixture again and trial some of our existing core products.”
Sam Reader, Innovation & Product Director at Pilgrim’s Europe, said: “What an incredible moment – the whole team at Pilgrim’s Europe cannot wait to see the product on shelf for the first time. This partnership has been truly one-of-a-kind, smooth and collaborative at every stage of the process.
“For us, it’s crucial that we can marry our quality meats with sauces and seasonings which will coax and draw out maximum flavour, and through these products we believe we have done not only this, but really brought them to life.
“The iconic, malty, rich and roasted flavour of Guinness combined elevated flavours with innovation to deliver a warm hug in a dish. With aspiration from us all to expand this partnership further, we believe this collaboration will enable us all to deliver an exciting pipeline of NPD in the near future. Watch this space.”
The three new Guinness Sous Vide products will be available in 266 Asda stores nationwide from 18th November 2024, RRPs: Guinness Beef Casserole £6.50, Guinness BBQ Chicken Wings £5.50, and Guinness Chipotle Pulled Pork £6.00.