A hattrick of brands have rolled out limited-edition pies, doughnuts, pizzas and more ahead of the kick-off of the UEFA Euro 2024 football tournament.
Over the next four weeks, millions of people across the nation will be engrossed in the matches playing out in Germany including the 14 June opener featuring Scotland versus the hosts, and England’s first group game, which is against Serbia on 16 June.
Check out the bakery NPD launches offering a celebratory snack or meal for consumers during and between games:
Tartan Army Pie, Brownings the Bakers
The Ayrshire-based craft bakery has unveiled a beef and potato pie, available from Aldi Scotland stores, and selected Spar and Morrisons outlets, as well as at its six retail shops and via its website (rsp: £2.30).
“We wanted to create a showstopping pie that not only reflects the quality and heritage of our family craft bakers, but something that the nation could take to its heart as we support our national football team this summer,” commented John Gall, managing director of Brownings. “Our Tartan Army Pie has a traditional Scottish beef mince and tattie filling and delicious puff pastry top, which we hope will appeal to football fans and pie lovers across Scotland.”
Brownings, which scored a registered trademark for its new Tartan Army Pie, has a firm link with Scottish football including sponsoring local club Kilmarnock FC for three seasons. Its Kilmarnock Pie won the Steak Pie category at the 2024 World Championship Scotch Pie Awards earlier this year, and the firm was named overall Scotch Pie champion twice, most recently in 2022.
‘It’s Coming Home’ Doughnut Box, Project D
The Derby-based doughnut specialist has created a box of four handmade sweet treats to accompany football parties for fans of tournament favourites England. Priced at £16.95, the ‘It’s Coming Home’ box is available for home delivery for a limited time only.
Project D’s pun game is impressive this campaign, with the four-strong line-up including:
- Jordan Pick ‘N’ Mix Ford – doughnut dipped in vanilla icing, sprinkled with red strands and white balls and topped with sugar strawberry pencil bites and Haribo hearts
- Jude Belling-jam – deep-filled raspberry jam doughnut dipped in a red and white chocolate icing, sprinkled with biscuit crumb, and finished with a Jammy Dodger biscuit
- Declan Rice Krispie – doughnut dipped in hard cracking white chocolate, sprinkled in red chocolate balls, topped with a white chocolate crispy cake and white chocolate drizzle
- Filled Foden – doughnut dipped in red and white chocolate icing, drizzled with white chocolate, piped with white chocolate hazelnut spread and finished with half a white chocolate Kinder Bueno
Earlier this year, the company released a gold-covered 1kg doughnut for Valentine’s Day, and is now looking to emerge stronger following a recent loss-making quarter and closure of two retails locations.
Ultimate Spicy Sausage Range and Cookie, Domino’s
The pizza chain is cheering on the return of its spicy sausage pizza in time for the latest international football fiesta, while also introducing doughball and wrap variants with a similar kick alongside a new sweet treat option.
The Ultimate Spicy Sausage pizza proved to be one of Domino’s most popular menu items upon its limited-run debut during the 2022 World Cup. It is topped with its own recipe ‘Nduja sausage, salami slices, red jalapeños, 100% mozzarella, and vine-ripened tomato sauce.
Joining the pizza on menus at UK stores this summer are the Spicy Sausage Hot & Cheesy Wrap – featuring ‘Nduja sausage, mozzarella, creamy cheese sauce, red onions and red jalapeños in a tortilla wrap – and the Spicy Sausage Twisted Doughballs, made with Domino’s signature dough, garlic & herb spread, mozzarella, and the same spicy ‘Nduja. Spicy Sausage Loaded Fries have also been rolled out.
Lastly, allowing spectators to “end the match on a high” is the Double Choc & Caramel Cookies, comprising chocolate cookie dough loaded with chocolate chips and baked with a gooey, melt-in-the-middle caramel centre. All four items are available from now until 8 September nationwide, with prices varying across each Domino’s store.
Back in April, Domino’s launched a new £4 lunch menu that included 7” pizzas, filled tortilla wraps, and cookies.
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