Holland’s releases Steak & Guinness slice

Lancashire-based pie manufacturers Holland’s has launched a new Steak & Guinness Slice.

The chilled product is an addition to the company’s Steak & Guinness range which also includes a Steak & Guinness Pie, Steak & Guinness Pastry Topped Pie and Steak & Guinness Pudding.

Available in Tesco and Asda, the slice is a puff pastry pouch filled with Guinness-infused gravy and steak. Each slice is packed in its own box for an RRSP of £1.69.

Holland’s has reported great success with its Steak & Guinness range, saying it has given the company a 3% increase in market share to make it the top brand in the individual frozen pie category. The Pastry Topped Pie and Pudding were also both nominated for the Meal Centres – Frozen prize at The Grocer's New Product Awards 2015.

Bill Smith-Coats, sales director (frozen division) for the 2 Sisters Food Group which owns Holland’s, said: “Thanks to the continued success and support of our customers, the original Steak & Guinness range has driven incremental category growth and we have been able to develop the range further by introducing the Steak Slice. With strong national distribution and an established popularity for the brand and flavours, we think we’ve produced another winning product.

“We are proud to have been able to continue our relationship with Guinness, aligning our 164 years of traditional baking and cooking techniques with the Guinness brand and its 256 years of heritage.”

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