That's Christmas

Sunday, 1 October 2023

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Let the "feastivites" begin; six new flavour mince pies land at Asda for Christmas 2023

Christmas and mince pie fanatics (which includes us at That's Christmas!) have something to look forward to, as Asda is launching a 17-strong mince pie range, with 6 new flavours, for Christmas 2023.

Flavours will include Brown Butter and Spiced Rum, Frangipane and Amaretto, Chocolate and Cherry Crumble and a vegan OMV! Crumble Topped Mince Pie.

It's Asda's prediction that it will sell 26 million mince pies this year, after selling 24 million last year.

Hero products in the range, including the Extra Special Brown Butter & Rum Mince Pies, are produced by a specialist family owned and operated bakery based in Lazonby, Cumbria which has been producing high quality, delicious baked goods since 1946.

Available as part of Asda’s 2023 Christmas range, mince pies land this week instore and online.

With under 100 days to go before Christmas Day itself, it’s never too early to start stocking up on the nation’s favourite Christmas treat. (And, at least here at That's Christmas to sample them before Christmas Day itself!)

As a nation, we love mince pies, and this year Asda has gone really big. Throughout the season Asda predicts to sell 4.4 million packs of mince pies, that's actually over 26 million individual mince pies.

From this week, Asda's offering a truly stunning 17-strong mince pie offering for the festive season, with six new flavours, catering to all mince pie lovers out there, whatever your preferences might be.

This summer Asda announced its first ever Christmas signature flavour, Brown Butter and Spiced Dark Rum, created by the Asda Innovation Team. The flavour will be across hero products throughout the festive range, from mince pies to pigs in blankets.

Jonathan Moore, Senior Director of Food Innovation and Trends, says: “We noticed an abundance of brown butter used globally by top pastry chefs, accompanied by the growth in the use of dark rum by mixologists across the globe, and this instantly recognisable flavour of warming spices was the perfect pairing for the brown butter.

He went on to say: "By combining these two key flavours, this year’s Christmas signature flavour was born!”

Taking the reins of the range are the Extra Special Brown Butter & Rum Mince Pies (6PK, £2.35). The all-butter short crust pastry is enriched with brown butter for a unique and tasty nutty flavour and filled with a spiced vine fruit and citrus peel mincemeat, topped with a Jamaican rum and sweet dusting for a real festive treat.

For those who dare to be different at Christmas, the Extra Special Chocolate & Cherry Crumble Mince Pies (6PK, £2.75) made with rich chocolate flavour, all-butter short crust pastry, filled with sweet cherry jam and mincemeat, and topped with chocolate crumble will be a favourite.

Customers can also enjoy the Extra Special Frangipane & Amaretto Mince Pies (6PK, £2.75) made with all-butter pastry and filled with Amaretto-infused vine fruit and citrus peel mincemeat, topped with a delicious all-butter frangipane, finished with flaked almonds and a sweet dusting.

The Asda Extra Special Mini Mince Pies (9PK, £2.75) with vine fruits, Valencian orange oil, spices, rich ruby port and cognac, are perfect for a light dessert or Christmas party.

For those who like to stick to the classics, the Extra Special Deep Fill Mince Pies (6PK, £2.75) are impressively filled to the very brim with mincemeat in an all-butter short crust pastry, along with the Asda Mince Pies (6PK, £1.45).

Asda’s own-brand vegan range, OMV!, will be launching its first ever festive offering this Christmas. Available from tomorrow, Monday 2nd October, the OMV! Crumble Topped Mince Pies (4PK, £2) have a fruit-packed vegan mincemeat filling and are topped with cinnamon and ginger spiced crumble for a modern twist on a festive classic. (I'm not a vegan, but with the cinnamon and ginger spiced crumble, I think I'll be popping over to our nearest Asda branch to buy some of those.)

Asda customers can also shop the Free From Frangipane Mince Pies (4PK, £2.25), and enjoy sweet pastry filled with rich brandy mincemeat, topped with frangipane and delicate flaked almonds. As we have pointed out, Asda worked closely with a family-run bakery based in Cumbria to produce some of the hero products in the range, including the standout Brown Butter & Rum Mince Pies. The business, established in 1946, has been producing high quality, delicious baked goods for the past 75 years. The pies are made from scratch in small batches and finished by hand.

John Hines, supplier spokesman, says: “Each year it's a joy to work with Asda on creating our mince pies and to feed the nation with their favourite festive bakes. “We are always looking to see how we can incorporate new, exciting flavours to give our mince pies the wow-factor and experiment with different tastes and popular products.”

He finished by saying: “We’re wishing everyone a very happy Christmas!”

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