Running for the duration of the tournament, the competition sees each country assigned pies, which go head-to-head with one another on the same day as the corresponding rugby teams do battle.
Carrying the colours for England is the Dallaglio Foundation Steak & Ale pie, which is also being sold in selected London Tesco stores and Ocado.com. A total of 10p from each sale goes to the Dallaglio Foundation, which helps disadvantaged youngsters through rugby. Each flavour tries to reflect the country it represents, from Japan’s Chicken Teriyaki pie to Scotland’s Haggis, Neeps & Tatties. Some creations are highly unusual, such as Australia’s Kangaroo and South Africa’s Springbok Sausage.
Pie and rugby
Martin Dewey, founder of Square Pie, said: “Pie and rugby are a natural pairing, especially given our recent partnership with the Dallaglio Foundation. We have some truly innovative and exciting flavours to celebrate the Rugby World Cup in our restaurants and cannot wait to launch the Pie World Cup for consumers to let their taste buds support their favourite team.
“The pie I would like to win is the Dallaglio Foundation Steak & Ale Pie. I really like the French Cassoulet and the Canadian Moose Pie – I can guarantee we are the first to make a moose pie.”
The competition rules are simple. During the day that two teams are set to face one another on the field, their corresponding pies go on sale in Square Pie’s restaurants with a point scored for every pie bought.
At the end of the day, the pie with the most points wins and scoops three points to aid its chances of being one of the two flavours from each group to proceed to the knockout stages.
The winning pie will be decided on 31 October, the day of the World Cup final, but in the meantime all the pie fun can be followed on Square Pie’s website squarepie.com.