AmazonFresh goes old school for mince pie launch

AmazonFresh goes old school for mince pie launch

AmazonFresh, together with C.Lidgate, one of London’s oldest butchers, is bringing back the traditional, meat-filled mince pie. The limited edition festive treat will be available for customers to buy from today on AmazonFresh for £4.50, (450g, serving four to six people). 

Mince pies were originally packed full of meat, including boiled beef and tongue, before evolving into the modern spiced fruit offerings we’re familiar with today. It is not only the pie mixture which has changed over the centuries, but also the shape. Initially intended to feed a number of guests, traditional mince pies were much larger and rectangular in shape. “Being able to offer our customers fresh, high quality, innovative foods like these medieval mince pies, is exactly why AmazonFresh works hand in hand with local shops and markets like C.Lidgate,” says Deborah Honig, Head of Local Shops & Markets, AmazonFresh. “We’re sure our foodie customers will be experimenting with meat over sweet when it comes to entertaining family and friends this festive season.”

“Mince pies have a long and rich history, from their medieval origins as meaty, spicy and hefty treats for the wealthy, to the more everyday individual pies we're more familiar with today,” comments Annie Gray, TV Food Historian and research associate at the University of York. “Over time, the quantity of meat declined from the pies of earlier eras, but the reintroduction of meat still gives a deep and satisfying backnote in a fruity confection. Given how long the Christmas mince pie contained meat for, it is apt that one of London’s oldest butchers, C.Lidgate, has created this pie inspired by the past.”

Pureplays tap into showrooming opportunity

Pureplays tap into showrooming opportunity

Voice commerce on cusp of something big, Voysis

Voice commerce on cusp of something big, Voysis