The Flava People launches Guinness slow-cooked meat range into Asda

Guinness has teamed up with Pilgrim’s Europe and The Flava People to launch a range of sous vide slow-cooked meat dishes for home cooks.

BBQ Chicken Wings, Beef Casserole and Chipotle Pulled Pork (prices from £5.50) will hit chillers in 266 Asda stores on 18 November.

The result of 11 months’ development, the dishes were intended to help home cooks “level up without the hassle or time investment normally needed to create sensational slow-cooked meats”, said The Flava People.

A wider rollout will follow at the end of the three-month exclusivity deal with the retailer.

“This range brings newness and excitement to a category that is often dominated by own-label offerings, with the potential to shake up the category and shift perceptions,” said Michelle Rowley, brand & product director at The Flava People.

“By harnessing the popularity of Guinness, we’re not just launching new products; we’re bringing innovation and energy into the slow-cooked aisle, drawing in new shoppers who might not have previously explored it.”

Asda meat buying manager Luca Delrio said there was “definite opportunity in the category to explore how brand-led innovation can drive incremental shoppers”.

“With Guinness starting to over-index with younger consumers, we’re interested to see how it’ll affect our product launch, anticipating the launch will excite shoppers and provide a halo effect to the category.”