Scottish football legend Kenny Dalglish today unveiled the country’s first authentic curry pie, combining two of Scotland’s favourite snacks.
Developed in partnership by Glasgow family businesses Mister Singh’s India, McGhee’s Bakery and Pars Foods, the pastry pie contains an authentic curry recipe (chicken ambala from the Punjab region of India) supplied exclusively by Mister Singh’s India and is set to challenge the humble Scotch pie as the country’s favourite snack.
The “Mister Singh’s Curry Pie” will be widely available at Scottish football grounds from this Saturday while the three partners behind it also hope to take it to mass market.
Following a ‘secret’ launch in August, when the new curry pie was quietly distributed to the catering outlets of all Scotland’s major football clubs, an underground ‘word of mouth’ campaign among football fans has already lead to a sales increase of 33 percent. Already being served at the likes of Celtic Park, Ibrox and Firhill, the curry pie is thought to have enjoyed sales of almost 10,000 in the first two months of this season alone.
Dalglish was joined by fellow former Scottish internationalists John Collins, Andy Goram, Derek Johnstone, Ian Durrant and Alan Rough at Monday’s launch.
Satty Singh, of Mister Singh’s India, said: “This is something we have been looking to do for some time and we have found the right partners in McGhee’s and Pars. We all wanted to create the best possible product, which is why we have chosen to use our signature dish as the filling – the feedback so far has been fantastic.
“It marks a diversification of the business as we start to move to outside catering and it’s fair to say we will look to launch other products with our partners within the industry.”
The curry pie will be widely available at club football grounds across Scotland – McGhee’s Bakery and Pars Foods current supply Scotch pies to all but one SPL football ground as well as Hampden Park, selling 1.2 million of the snacks to football fans each year. Satty Singh also plans to introduce the dish as a starter in Mister Singh’s India and as a snack at Mister Singh’s at the Castle. The three partners behind the product are also working together to take the curry pie to mass market.
Brian Sarafilovic, managing director, Pars Foods, said: “There are a few curry pies on the market but none from an authentic Indian restaurant recipe and who better to provide the wow factor to this exciting product than one of the most famous restaurants in Scotland.
“We’re delighted to be working in partnership on this venture which is already proving a hit with football fans and consumers across the country.”
Ross Hamilton, Sales Manager of McGhee’s Bakery, said: “This is a fresh and unique addition to the McGhee’s Bakery product range and will open some new doors for the business.
“It’s a high-end product which the market has been crying out for and we’re absolutely delighted, along with Mr Singh’s India and Pars Foods, to be a part of it.”