Ginsters and GUINNESS join forces on new Ginsters Smoky Steak & GUINNESS Slice


The UK’s number one savoury pastry brand and iconic Irish brewer  – Ginsters and GUINNESS – have joined forces in an exciting collaboration to launch a brand-new Ginsters Smoky Steak & GUINNESS Slice. The premium recipe has been developed by Cornish born, award-winning head chef, Chris Eden – a long-standing Ginsters chef partner – creating a unique innovation for the savoury slices category.

Available nationwide from 15th March, RRP £1.80, the steak and stout slice taps into two key trends to reinvigorate the category: the rise in at-home meal occasions and fast-growing consumer demand for premium flavour experiences. It is set to widen appeal among valuable post family shoppers who account for two thirds of all category spend.  

The slice combines 100% British farmed beef with potato, carrot, onion, swede, leek, chestnut mushrooms, black treacle, garlic and a measure of world-famous GUINNESS.  Brought together in a rich gravy and infused with smoked salt, the filling is then wrapped in Ginsters’ hallmark 80 layer light, puff pastry to finish. It uses a blend of spices and quality British ingredients, including vegetables from Hay Farm on Cornwall’s Rame Peninsula – 15 miles from the Ginsters bakery. 

The new partnership brings together two of the nation’s biggest food and drink headliners, fusing the bold malty sweetness of GUINNESS with Ginsters’ distinctive depth of flavour. 

Sam Mitchell, Ginsters’ managing director, commented: “We’re all looking for more excitement at the moment and lunch has become even more important in our day. We know consumers are up for trying new things and looking for recipes with a difference. It’s our job to keep the category fresh and bring flavour-driven innovations to the aisle for shoppers.  

“We have come together with GUINNESS to contemporise a traditional recipe with our combined signature taste.  Ginsters’ chefs and GUINNESS’ master brewers have created a bold new flavour which brings vibrancy into the sub category while elevating the at-home mealtime occasion.”

Neil Shah, head of Guinness GB, adds: “GUINNESS and food is an iconic combination, be it as an ingredient or as a perfect pairing. Teaming up with Ginsters is a celebration of our unique heritages and shared values, bringing together the best of our regions – all whilst having fun with flavours and bringing consumers something new.”

The Ginsters Smoky Steak & GUINNESS Slice is the latest in a number of recent co-partnered product launches for Ginsters. In 2020 the savoury pastry market leader continued its partnership with meat-free pioneer, Quorn, to launch the Vegan Peppered Steak Slice and the Ginsters’ Vegan Quorn Sausage Roll – an innovation strategy that has contributed to Ginsters’ +9.6% overall year-on-year growth.