Available just in time for St. Patrick’s Day, the super-premium boxed macaroni and cheese is crafted with Guinness Stout and award-winning Cabot Farmers Reserve Cheddar.
Vermont Business Magazine How do you improvise the ultimate comfort food? Add the remarkable taste of Guinness! That’s right, when the world’s most popular stout meets the Cabot Creamery Co-operative’s World’s Best Cheddar, you get a rich velvety macaroni and cheese that’s irresistible.
Guinness Boxed Macaroni & Cheese does not contain alcohol and is a bold and wonderfully malty flavored take on one of the world’s most popular comfort foods, mac and cheese. And it doesn’t disappoint. The Guinness Stout-flavored blend is paired with organic Radiator Pasta with award-winning extra-sharp Cabot Farmers Reserve Readymade Cheese Sauce. Each box contains about three 3.7-ounce servings and takes about 15 minutes to prepare.
Guinness Macaroni & Cheese is a collaboration between Guinness and The Farmer Companies, a diversified private equity firm headquartered in Burlington, Vermont, founded in 2018 to leverage the brand’s value in new categories, and its Latest Division, Vermont Cheese Products, Inc. (VCPI). The first license by VCPI covers a range of exclusively branded consumer snack products under the Cabot brand, which is held by Agri-Mark, a major dairy cooperative in the Northeast, and now includes ready-to-eat meals including Guinness Macaroni and Cheese. A range is included, which includes Cabot cheese. The partnership was spearheaded by Guinness’ global brand extension agency, Beanstalk.
“We are incredibly proud to launch these products with VCPI,” said Declan Hassett, Diageo Licensing Manager. “The combination of Guinness and Cabot Cheddar yields a gorgeous deep flavor that brings something new and exciting to mac and cheese. I think it’s best enjoyed with a beautiful, well-chilled glass of Guinness, Sline!”
“We are thrilled to introduce Guinness Macaroni and Cheese just before St. Patrick’s Day,” said Adam Farmer, CEO and Chairman of the Board of The Farmer Companies. Flavor and combine Cabot’s Farmers’ Reserve Cheddar with organic Radiator Pasta in a delicious, easy-to-use, ready-to-use liquid mix.
Adam Weber, director of The Farmer Companies, and senior vice president of sales, says the painstaking time and effort to get the right mix was time well spent. “When you marry two such iconic brands, the world’s most popular stout and the world’s best cheddar, you better get it right – and we did,” said Weber. “Our Guinness Macaroni & Cheese is the perfect blend of Stout and Cheddar. The Stout has hints of the savory flavor that make Guinness so popular, and the Cabot Cheddar is bold, creamy and extra sharp. It’s perfection in a box!
In addition to the original Guinness Macaroni & Cheese, VCPI plans to add several more flavors to the Guinness line, including Caramelized Onion, Cracked Black Pepper and Black Truffle.
Guinness Macaroni & Cheese is now available at Price Chopper stores located in Vermont, Connecticut, Massachusetts, New Hampshire, Upstate New York and Pennsylvania, and can also be purchased online (insert link). Additionally, the product will be available in mid-February at all Stop & Shop, Market Basket, Hannaford, Big Y, Weiss Markets and Lowe’s Foods stores.
about farmer companies
The Farmer Companies is a diversified private equity firm headquartered in Burlington, Vermont. At our core, we seek to acquire, license or invest in companies that we believe have undervalued brand equity. Our team owns, operates and sells over $60 billion worth of businesses across multiple sectors. Unlike traditional brand licensing techniques, Farmer Companies takes a ground-up approach to brand collaboration. By identifying opportunistic markets, we focus on working with brands that have the potential to win in our target segments. With more than 125 years of combined operating experience across multiple business sectors, we work with experienced management teams to leverage our resources to help companies monetize their untapped brand equity. More information about Farmer Companies can be found at thefarmercompanies.com
About Guinness
The Guinness brand was founded in 1759, when Arthur Guinness signed a 9,000-year lease on the St James’s Gate Brewery in Dublin. Made using four main ingredients, water, barley (malted and roasted), hops and yeast, Guinness is the world’s most popular stout. The iconic beer is produced in 49 countries around the world and sold in over 150 countries, with around 9 million glasses of Guinness enjoyed daily around the world. Most Guinness is sold in Great Britain, Ireland, USA, Nigeria and Cameroon. More information can be found at Guinness.com
About the Cabot Creamery Co-operative
Cabot Creamery is a farmer-owned cooperative and certified B-Corp that has been making award-winning products with love, pride and purpose for over a century. The high-quality milk produced by Cabot Farm families throughout New England and New York is processed into dairy products, including “The World’s Best Cheddar”, other styles of cheese, butter, Greek yogurt, sour cream, dips and other specialty products. Are included. , For more information, visit cabotcreamery.com
about beanstalk
Beanstalk, a global brand extension licensing agency, works closely with our clients to unlock brand equity and create the world’s most recognizable products and services. We help major brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer. Beanstalk provides a wide range of services across our practice areas including brand representation, digital media representation (Tinderbox), creator representation, cultural intelligence, creative services, legal and financial services and royalty auditing. The company is headquartered in New York, with offices in London, Miami, Cincinnati, Mexico City and São Paulo, and affiliates around the world. Beanstalk is the recipient of the 2022 Licensing International Excellence Award for Best Licensing Agency. Please visit www.beanstalk.com for more information. Beanstalk is a member of the Omnicom Specialty Marketing Group.
Burlington, VT (March 6, 2023) – Cabot
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