Debbie & Andrews broaden range

The pies, which go into 300 Tesco stores next month, mark a significant change of direction for the Yorkshire-based company and are the first results of an initiative signed earlier this year with Guinness brand owner Diageo.

The aim is to develop a range of foods using the world-renowned stout brand. Other ventures in the pipeline include sausages, chicken wings, ribs and ready meals.

Debbie & Andrew’s has bucked the the economic downturn by continuing to grow at more than 100% year on year and currently accounts for more than a fifth of the super premium sausage market.

“We expect that share to rise to about 40% in the next 18 months to two years,” said owner Andrew Keeble. “Realistically, that’s as far as we can take that market but we want to keep growing the company.The Guinness brand is a great lever to move us into new areas, both retail and foodservice.”

Available in both family (600g) and individual (250g) formats, the pies contain 47% steak in a dark thick gravy.

Packaging and promotional materials sport both logos and food photography, as well as Guinness’s signature black and white livery. Support is set to include sampling, on-pack promotions and point-of-sale material.

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