We’re aiming to drive a new generation of gravy lovers thanks to our partnership with Guinness and Potts’, which will see us introduce two new Guinness Gravy cans into Morrisons’ relaunched Market Street this summer. Available as part of an initial in-store trial throughout July and August, the cans will be rolled out to 225 stores nationwide from September 15th.
Our two new Guinness Gravy SKUs – Guinness Beef Gravy and Guinness Chicken Gravy (RRP £2.35) – are the latest additions to our retail-ready Guinness range, which already includes Guinness table sauce, seasoning mixes, and slow-cooked meats. These new cans are launching into a market shaped by winter warmers and comfort classics, with flavours customers know, love, and expect for more traditional cooking methods.
The UK is a nation of gravy lovers, but ready-to-eat gravy products tend to appeal to an older shopper. More than ninety percent of consumers claim to use a gravy product regularly, and almost half use gravy as a base for other dishes. Ready-made gravy is hugely popular, and 50 percent of all gravy consumers say they would opt for a ready-made option.
But the category is lacking innovation. That’s where we see a huge opportunity – not only to innovate with flavour, but also to drive the premium end of the market. We want to attract a younger, more affluent shopper, adding value to the category in the process.
Our new Guinness Gravy Cans are all about creating excitement and disrupting shelves. By combining classic flavours with a twist of Guinness and our unique packaging format – taking inspiration from Pott’s tried-and-tested approach -we expect to drive trial and encourage repeat purchase, particularly among younger shoppers in a category that currently over-indexes with older audiences.
Sales of ready-to-eat gravy have risen by 28%, with savvy consumers looking for easy, convenient ways to elevate home cooking (source: Vypr and The Grocer, Feb 2025). Brands like ours are needed to fuel that growth. Until now, the category has been dominated by private label, but premium brands are bringing excitement and driving value.
We’re tapping into the brand equity of Guinness – the UK’s most popular pint with unrivalled awareness – with our 100% recyclable cans, shaking up the gravy category and appealing to younger shoppers. Guinness’ unique flavour profile-rich and roasted, bittersweet, with a deep umami punch – lends itself perfectly to gravy.
Guinness has been used in cooking for over 130 years, with deep cultural roots in Irish and British cuisine. Whether adding depth to a stew, creating a rich dessert, or offering a distinctive flavour to sauces and batters, it has long been a beloved culinary ingredient. Today, Guinness is the UK’s number one beer brand, accounting for one in nine pints poured, and continues to lead growth through younger consumers.
