The Flava People has teamed up with drinks giant Diageo to launch ‘Guinness Cooking Paste’ – a blend of Guinness, honey and soy designed to be the ‘secret ingredient’ that brings consumers’ favourite meals to life.

 

Targeting the ‘wet herbs’ shopper and placing itself firmly in the herbs and spices aisle, the Guinness Cooking Paste is aimed at the ‘lazy garlic’ or ‘chilli paste’ consumer – people who enjoy experimenting with home cooking but rely on base, easy-to-use ingredients to create intense foodie flavours.

Versatile stir-in or rub

 

Dubbed ‘the beer of taste’ and loved by chefs across the world, Guinness adds a recognisable malty, smoky flavour to this premium, sweet paste. A versatile add-on for a variety of meal types, the paste is suitable for vegetarians and can be used as a stir-in or as a rub for meat and vegetables.  

 

“Guinness is a beer with a unique standing in the world of food, and has been associated with hearty home cooking for a long time now,” noted Olivia Parkes, Brand Manager for Guinness at The Flava People. “This new paste is designed to expand shoppers’ relationship with Guinness and food – providing a more premium and versatile experience, while remaining easy to use.”

“More meaningful foodie experiences”

Recent data by YouGov showed a rise in home cooks during the last year, and many people are now cooking from scratch. Indeed, of the 93 per cent Brits who claimed to prepare meals at home, as many as a third say they are cooking meals from scratch five times or more per week.

 

“Now we are looking for more meaningful foodie experiences in our homes to bring people together. From restaurant ‘cook-alongs’ to preparing meals from scratch for friends and family, ‘dining in’ is the new ‘dining out’,” observed Ms. Parkes. “Consumers are braver than ever with flavour and are always looking for new ways – and products – to take their dine-at-home experience to the next level.”

 

The Guinness Cooking Paste comes in a fully recyclable glass jar (200g) and is available now in 850 Tesco stores, RRP £3.00.

New launch is part of wider tie-up with Diageo 

 

The paste is part of a wider launch between The Flava People and Diageo, being one of 10 new products launching over the next six months to include sauces, rubs and more. Collaborating with the team at Guinness, The Flava People said it had “worked tirelessly to capture the unique essence of Guinness, while making the range accessible to create a culinary experience at home no matter the skill level of cook”. 

 

In June 2021, The Flava People launched three hearty vegan stir-in Guinness mixes – Steak & Guinness Ale Pie, Chilli Con Carne and Sausage Casserole also in Tesco, RRP £1.00.

 

The Flava People was born in the British butchery trade in Manchester in 1976, and is now a third-generation family business. Through its seasonings and sauces, restaurant and retail, the firm uses “an unrivalled multi-channel knowledge, extensive expertise and unwavering passion for food to deliver collaborative creations, profitable products and a taste at every touchpoint”.

 

To learn more about the Guinness X The Flava People collaboration, or to discuss a bespoke solution for your business, visit: http://theflavapeople.com/contact