• Family firm uses social media to crowdsource new recipe
  • Almost 100 entries received, tested and judged
  • New all day breakfast pie to be stocked exclusively in 48 Scottish Asda stores

Asda has teamed up with We Hae Meat to unveil a new all day breakfast pie after a campaign calling on Scots to nominate their dream pie recipe on social media. The new single-portion pie, by the Ayrshire-based family butchers, is now being sold in 48 Scottish Asda stores across Scotland.

Packed full of the traditional components of a full Scottish Breakfast – bacon, sausage, black pudding and a portion of baked beans – and topped with a crisp puff pastry lid the pie is available exclusively at Asda, retailing at £1.25.

Throughout the two week campaign across social media, almost 100 of We Hae Meat customers entered suggestions ranging from the incredibly innovative to the daringly delicious.

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.

As well as seeing his own creation on Asda shelves, Blair also received a hamper of We Hae Meat products from their sausage and pie ranges as a special thank you.

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 at times, 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.”

First trialled at this year’s Royal Highland Show to critical customer acclaim, the pie has now been rolled out to all Scottish stores for those who long for a filling and convenient breakfast or something different for lunch or dinner.

The Breakfast Pie launch makes a great addition to the other 14 We Hae Meat varieties stocked by Asda and 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,” commented 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.

Director of We Hae Meat, Carlyn Paton, 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 in taste and quality.”