The supermarket chain has launched its first-ever ‘National Mince Pie Day’ on November 22, and to celebrate, they will distribute 50,000 free mince pies nationwide.
These sweet treats will be available for collection at Morrisons in Thamesmead, Welling, Sidcup, and Croydon.
The national celebration of the festive favourite treat comes after new research revealed that nearly half of Brits (44 per cent) regard mince pies as the official taste of Christmas.
Morrisons bakers create more than 20,000,000 mince pies each year to meet the high demand during the festive period.
British food historian Neil Buttery said: “The humble mince pie has been part of Britain’s Christmas foodie festivities since medieval times, so Christmas without them is simply unimaginable.
“As a food historian and chef who has baked many different types of mince pies from across the centuries, and loved them all, I’m so pleased that Morrisons is finally giving the festive treats the recognition they deserve with their own day.”
The new festive tradition is set to bring some early Christmas cheer to the nation.
Mark Richmond, head chef at Morrisons, said: “We wanted to give the nation a reason to smile and celebrate one of our most-loved festive bakes and we’ve done just that by launching National Mince Pie Day and giving away 50,000 pies.
“Having hundreds of expert bakers working hard all-year round to prepare millions of pies across the UK and a variety available for all tastebuds, makes us best placed to celebrate the mince pie.
“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.”
The research also shows that on average, Brits consume six mince pies throughout December, with around one in seven (16 per cent) eating 11 or more during the month.
Residents of Manchester are expected to eat more mince pies than anyone else in the country this Christmas, with an average of 7.4.
Londoners are close behind, expected to eat an average of 7 each.
Historically, mince pies have been a festive favourite in Britain since the Middle Ages.
They were eaten all year round but reserved for celebration days due to the expensive ingredients.
Despite Oliver Cromwell’s ban during his rule, because he deemed them too indulgent, mince pies have remained a holiday staple in the UK for centuries.
In addition to the giveaway, Morrisons is offering ten different varieties of mince pies this year, from the award-winning ‘The Best Signature Collection Mince Pies’ to unique pairings like ‘The Best Caramel Apple Crumble Mince Pies’ and ‘The Best Cherry Bakewell Mince Pies’.
There are also deals available to sweeten the taste for any customer, including the popular Shortcrust Mince Pies being reduced to £1.50 (was £1.80) in the build-up to Christmas.
Customers are encouraged to visit the Morrisons blog for more information on the free mince pie giveaway, but are warned that once stock is gone, it’s gone.
