The new single-portion pie is now being sold in 48 Asda stores across Scotland, and is packed full of the traditional components of a full Scottish Breakfast – bacon, sausage, black pudding and a portion of baked beans.
Throughout the two week campaign across social media, almost 100 of We Hae Meat customers entered suggestions.
The brainchild of Glasgow truck driver Blair Green, the all-in-one breakfast pie staved off stiff competition from rivals including a haggis and peppercorn sauce, pulled pork and onion and “Russian Doll” pie recipes.
Blair said: “Working as a HGV driver, on the road for long hours at a time, means that having an enjoyable sit down meal can be a luxury, that’s when I came up with the idea of having all the elements of a full breakfast in a single pie.
“Everyone is a fan of a traditional fry-up and now it’s in a handy, all-in-one pastry shell! I was thrilled when I was told that I had won and it’s brilliant to see my idea now on shelves being sold to Asda customers across Scotland.”
Director of We Hae Meat, Carlyn Paton, said: “As quality butchers we constantly seek to develop our products to ensure our customers always get the very best.
“By directly asking those customers what they would like to eat, it allows us to take a fresh look at product development and provide the very best in taste and quality.”
The Breakfast Pie launch joins to the other 14 We Hae Meat varieties stocked by Asda, just one year after the family firm signed a £250,000 deal with the chain to launch its Single Portion Pie range.
“Sourcing and developing a recipe through social media is a unique way to bring a product to market,” said June Rose, buying assistant for Asda.
“We always bring products to shelves that our customers want and it’s great to be able to stock something new, innovative and – most importantly – delicious to nearly two million Scots that shop with us every week.”
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