Asda set to launch luxury pie for four at just £10 next week

In the United Kingdom, Asda has announced the launch of its Exceptional Bone In Beef Pie, set to hit stores on December 17, 2024. This new festive pie is made with premium Aberdeen Angus beef and bone marrow, catering to customers looking for a luxurious food option during the holiday season. It has been crafted to serve four people and includes a 40 percent all-butter puff pastry, along with ingredients like caramelised onions, chestnut mushrooms, and double oak-smoked bacon for added depth of flavor. As part of Asda's Christmas range, the pie aims to capitalize on the growing trend of retro and nostalgic food experiences. Asda's senior innovation chef, Rich Harding, emphasized the project's focus on quality and sensory appeal, incorporating a beef shin bone to enhance the visual impact and evoke feelings of nostalgia amongst customers. This product is among eight varieties within Asda’s Christmas pie range for 2024, with the retailer targeting sales of 10,000 units during the festive season. The launch is indicative of a broader trend in the food industry, wherein companies are revisiting traditional British fare to satisfy changing consumer demands. The expected success of the pie reflects the UK’s £1 billion annual pie consumption and highlights an eagerness for indulgent, quality options for holiday gatherings. Furthermore, it aligns with consumer loyalties drawn to British pies, particularly around Christmas time, where festive offerings are in high demand. As shoppers prepare for the holiday season, the Exceptional Bone In Beef Pie is positioned to be a notable addition to holiday menus, representing both a contemporary twist on classic British cuisine and a way for families to bond over meal traditions. The expectation is that the pie will not only attract casual shoppers but also those looking to create memorable and luxurious dining experiences this Christmas.