Selfridges Ireland

Selfridges is exclusively introducing Guinness cheese to the Foodhall as part of the campaign.

Selfridges is launching a campaign to celebrate the food and culture of Ireland in its London Foodhall, implementing more than 50 brands.

From 22 August, Selfridges said customers would be able to experience a wide selection of Irish food and drink, some of which is being sold in England for the first time and exclusively to Selfridges. Taste the Emerald Isle will incorporate the likes of Guinness, Flahavan’s, Tayto and Barry’s Tea alongside artisan brands and producers for the next six weeks.

Wyke Farms’ Guinness cheese, which contains 10% Guinness with a cheddar cheese base, will be listed exclusively at Selfridges as part of the campaign. Its rsp will start at £4.99. The campaign will also see chutney brand Avoca exclusively hit Selfridges shelves (rsp: £4.99-£12.99).

Brands and producers will share their skills, knowledge and food and drink with customers in the Foodhall as well as during tasting evenings curated in partnership with Bord Bia - the Irish Food Board. The first of these will showcase young Irish chef talent through a four-course meal, the second will be an oysters and gin evening hosted by chef Simon Lamont, and the final evening will be a cookery lesson with Ballymaloe Cookery School. These range from £10-£80 per person.

“We think it is important to bring to life the exceptional entrepreneurial talent from overseas to our Foodhalls,” said Selfridges food and restaurants director Bruce Langlands. “Our customers are adventurers in food, and what better way to experience another country’s fare than in our food emporium? We hope customers enjoy the vast variety of Irish food.”