Why has Guinness gone nuts?

By: James Wilmore - 1 June 2012 16:01

Ever wondered what a Guinness-flavoured cashew nut would taste like?

No, me neither. But, if you have, your slathering wait is nearly over. From June 10, UK supermarket chain, Sainsbury’s, will be selling new Guinness Gourmet Peanuts & Cashews.

A “hearty” 90g grab bag will be on sale for GBP1.49.

But why? The PR bunf explains the product has been developed to “support consumer demands for innovative flavours and experiences within premium snacking products - a category which continues to thrive and drive market growth”.

In other words, Diageo wants a slice of the snack pie.

And fair enough, after all, according to figures from Mintel the category grew 6% last year to GBP3.18bn.

But personally, it feels like a slight devaluing of a great brand. Or as someone commented on Twitter (Diageo’s favourite social media outlet...possibly) - “Is this an example of a brand being stretched too far?”

I’m a big fan of the drink, in its original form, not the Extra Cold. But as an occasional drinker of the "Black Stuff", I’d never imagine a situation where I’d fancy a Guinness-flavoured nut. Although, I have enjoyed the odd steak and Guinness pie.

Anyway, perhaps the odd packet might end up on ebay like Guinness Marmite?