Supermarket giant Morrisons has announced the creation of a brand new festive tradition, designating Saturday, November 22, as National Mince Pie Day.
The retailer is marking the occasion by giving away a whopping 50,000 of its Rich and Fruity mince pies for free at a long list of selected branches across the country. The generous offer also includes gluten-free options, ensuring everyone can join the celebration.
A Nation of Mince Pie Lovers
This nationwide initiative is backed by fresh research from Morrisons, which reveals the mince pie's firm hold on the British Christmas. The study found that nearly half of Britons (44%) consider the mince pie the definitive flavour of Christmas, placing it second only to roast turkey.
On average, Brits enjoy six mince pies throughout December, with a dedicated one in seven (16%) consuming 11 or more. The research also uncovered a regional rivalry, naming Mancunians as the UK's top mince pie munchers, consuming an average of 7.4 pies each, followed closely by Londoners at 7 pies.
To meet this colossal demand, Morrisons' in-store bakers produce over 20 million mince pies every year, with nearly half of them sold in December alone. This equates to an astonishing production rate of more than 12,000 pies every hour during the festive month.
A Slice of British History
The mince pie has been a Yuletide staple in Britain since the Middle Ages, though its original form was vastly different. Historically, these pies were enormous, with one Victorian recipe calling for hundreds of pounds of ingredients including suet, currants, and dozens of bottles of brandy.
They were once enjoyed year-round but reserved for special occasions due to their costly ingredients. Their popularity was even threatened in the 17th century when Oliver Cromwell banned mince pies, deeming them too extravagant. Fortunately, the ban was short-lived.
British food historian Neil Buttery commented on the pie's enduring appeal, stating, "The humble mince pie has been part of Britain's Christmas foodie festivities since medieval times, so Christmas without them is simply unimaginable."
Spreading Early Christmas Cheer
Mark Richmond, Head Chef at Morrisons, explained the thinking behind the new day: "We wanted to give the nation a reason to smile and celebrate one of our most-loved festive bakes. National Mince Pie Day will help spread a little early Christmas cheer and make sure everyone can enjoy a taste of the season, on us!"
Shoppers looking to get involved can simply visit their nearest participating store on Saturday, November 22, to pick up a complimentary pastry. Furthermore, Morrisons More Card customers shopping in-store on the day will receive a coupon for 500 bonus points when they buy any pack of mince pies.
This year, Morrisons is offering a wide range of ten different mince pie varieties. The selection includes everything from the award-winning The Best Signature Collection to unique combinations like Caramel Apple Crumble and Cherry Bakewell. Shoppers can also find deals, such as the popular Shortcrust Mince Pies being reduced to £1.50 in the run-up to Christmas.
The full list of participating stores includes locations from Aberdeen to Workington, such as Acton, Birmingham, Cardiff, Croydon, Edinburgh, Glasgow, Leeds, Liverpool, Manchester, and many more across the UK.
