We Hae Meat launches breakfast pie with Asda

Following a social media campaign calling for followers to put forward their perfect pie recipe, We Hae Meat has unveiled a new breakfast pie to be sold in 48 Scottish Asda stores.

The single-portion pie is filled with everything you would expect to find in a traditional Scottish breakfast including bacon, sausage, black pudding and a portion of baked beans. This is topped with a crisp puff pastry lid and is available at £1.25.

After nearly 100 suggestions were entered over the two-week campaign, truck driver Blair Green’s suggestion came out on top, beating the likes of a haggis and peppercorn sauce and pulled pork and onion pie.

“Working as an 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,” said Green, who also received a hamper of We Hae Meat products.

“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.”

The innovative pie was first trialled at this year’s Royal Highland Show and met with high praise. The Breakfast Pie joins the range of 14 other We Hae Meat products stocked by Asda, one year after the firm signed a £250,000 deal with the supermarket chain.

“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.”

Carlyn Paton, director of We Hae Meat, commented: “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 taste and quality.”

Want more stories like this in your inbox?

Sign up for our FREE email newsletter


User Login



Most read


Should the meat industry pay for compulsory abattoir CCTV monitoring?