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Scarborough retailer holds ‘#Beermunch’ sampling event

A Scarborough retailer worked with local suppliers to encourage customers to try something new whilst driving sales of an exciting new product launch at a sampling event earlier this month.

Proudfoot’s Scalby Road supermarket in Newby played host to the event, enabling customers to try a selection of ‘Beermunch’ - tasty frozen snacks from McCain’s (whose UK head office is situated in Scarborough) new Brew City range, which has just launched in the UK.

The range, designed for sharing and to complement different types of beer, features savoury delights including Halloumi Fries, Cheesy Brew Bites, IPA Fries and Onion Straws; all of which were available to sample on the day alongside a selection of craft beers from Wold Top Brewery.

Valerie Aston, co-director of the Proudfoot Group, said: “For McCain to want to ‘keep it local’ to launch their new Brew City #Beermunch range in supermarkets was an real opportunity for Proudfoot.

“We all enjoyed a great afternoon with a community feel to the store and customers enjoyed trying the new snacks alongside local Wold Top ales. 128 packets were sold in the afternoon and we look forward to repeat sales.”

Andrew Jenkins, Customer Manager at McCain, said that Brew City is an “amazing” range of products that the supplier is very excited about. 

He added: “Hosting a sampling event in Proudfoot’s was a great opportunity for us to share the launch of the brand with the local community. 

“The reception was fantastic and it was great to see people tasting, then going on to purchase the products. We look forward to seeing Brew City selling well in Proudfoot supermarkets, and would like to thank them for hosting the event and Wold Top for providing the beer to go along with the #Beermunch.”

Mark Hodge, Marketing Director at McCain, continued: “Gathering with friends over informal food and drinks is also a trend that has really gained pace in recent years. The Brew City range really caters for this, providing retailers with a great way to extend the consumption occasions available instore and to drive repeat purchases as a result.”