Guinness is launching a new range of sous vide slow-cooked meat dishes. Available exclusively in Asda for the initial three-month launch, the three-strong range will be listed in 266 stores this month.
Developed in partnership with The Flava People and Pilgrim’s Europe, the products aim to capture the flavours of Guinness in a simple-to-cook format. The three new Guinness Slow Cook products include BBQ Chicken Wings (£5.50), Beef Casserole (£6.50), and Chipotle Pulled Pork (£6.00).
Declan Hassett, Licensing Manager at Diageo, commented: “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.”
Michelle Rowley, Brand & Product Director at The Flava People, added: “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.”
