Heinz to launch HP Guinness Sauce

Heinz has teamed up with Guinness to launch a new variant of HP Sauce for St Patrick’s Day.

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The food manufacturer says the sauce will “blend the signature flavours of Guinness HP Sauce to create a distinct and unique sauce that will highlight the quality and strength of both brands”.

The launch will be supported with a digital PR campaign featuring former England rugby captain Phil Vickery. It will also be promoted in-store in both the sauce and beer aisles with sampling around St Patrick’s Day (17 March).

HP Guinness will also be available at selected rugby grounds throughout February and March to encourage trial and raise awareness.

HP Guinness is targeting male consumers in their twenties and thirties as well as existing HP consumers and women who enjoy cooking from scratch.

Heinz and Diageo previously teamed up in 2009 to launch a limited edition Heinz Taste of Home Steak and Guinness casserole soup,

According to Nielsen figures, the brown sauce category is currently worth £51m. HP Sauce is the number one brand, worth over £37.4m.

Readers' comments (10)

  • Why oh why didn't they get an Irish rugby player to promote it??

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  • Designed by Bulletproof!

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  • Can't wait for the guinness sauce.. then wash it down perfectly with the real thing! Sure this will do well in pubs and bars and has novelty factor and create another reason to buy the brand.

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  • So, will students in secondary schools be able to have this sauce in the canteen? And will they be able to buy it in any stores?

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  • I tried this sauce and love it!!! But I am very disappointed that I cannot find it on the supermarket shelf now. Is there anywhere that is still selling this wonderful product?

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  • HP& Giuness, what a great combination, how about doing , HP and Tullamore Dew Whiskey, to compliment the other one.

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  • Bought this sauce for trial and loved it, really great taste, unfortunately can't get it anywhere now, Come on HP tell us where we can get this sauce !

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  • RE HP GUINESS SAUCE
    WHY is this no longer Available

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  • My daughter brought me back a bottle from jolly Olde, and yup, I love it! I truly hope I will be able to get more as my current supply is starting to run low.

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  • We have purchased several bottles of HP Guiness Sauce in the past but have been trying to purchase some recently to no avail. We saw it in the Guiness shop in Dublin last November and have purchased it in England. Why is it sudenly out of stock everywhere. My husband loves it . Please let us know when we can obtain some. Our hometown is Salisbury, WIlts

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