Asda launches a new luxury pie to serve four for £10 – in-store from next week

Asda is launching a luxurious £10 Exceptional Bone In Beef Pie this Christmas, featuring premium Aberdeen Angus beef and bone marrow as its star ingredients.

The festive centrepiece, which hits stores on December 17, showcases slow-cooked beef and a real beef shin bone nestled in its centre.

The handmade pie forms part of the retailer’s celebration of traditional British fare, incorporating truffle and rich bone marrow for an indulgent seasonal offering.

The pie features a golden, flaky 40 per cent all-butter puff pastry that crumbles with each bite.

Inside, caramelised onions and chestnut mushrooms complement the tender beef, while double oak-smoked bacon adds a savoury depth.

A drizzle of Salsa Truffina brings a luxurious touch of truffle to the dish. The addition of Merlot wine weaves through the filling, offering subtle fruitiness, while the melting bone marrow releases rich, savoury juices during baking.

Asda’s senior innovation chef Rich Harding said: “Customers are looking for a luxury twist with showstopper visuals, so we incorporated the bone marrow sticking out of the top to emphasise a real sense of quality and a touch of nostalgia.

“Leaning into the Sensory and Interactive trend, it’s designed to not only taste delicious, but to be a real talking point too.”

The launch taps into a wider retro revival trend identified in Asda’s 2024/25 Trend Book, where chefs are looking to the past for menu inspiration.

With Britons consuming £1billion worth of pies annually, the festive pie represents a nostalgic nod to simpler times. The 1kg pie serves four people, working out at £2.50 per portion.

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Customers can purchase the pie both in-store and online from next week. The new pie joins eight other varieties in Asda’s Christmas pie range for 2024.

The supermarket expects to sell 10,000 units of the Exceptional Bone In Beef Pie during the festive period.

This comes as Asda launches a huge selection of Christmas snacks – featuring party foods from 40p per serving.