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Food and wine matching made easy

The What Food, What Wine? competition has teamed up with online retailer to offer UK consumers a straightforward solution to wine and food matching.

The collaboration will see a series of “dinner kits” go on sale, each containing a selection of wines recommended as partners for popular dishes, together with simple recipe cards created by food writer and TV chef Jo Pratt.

The first dinner kit retails for £49.99 and contains six bottles: two wines to go with a smoked salmon starter, two wines for a roast lamb main course, and two wines for an apple crumble and custard pudding.

On sale until the end of February, this initial selection will be followed by a second in March, before a third is released in May, shortly before the results of the 2012 What Food, What Wine? competition are announced.

Launched last year by the IWSC Group, What Food, What Wine? is chaired by Susie Barrie MW and Peter Richards MW, who oversee a panel of food and wine experts to uncover the best pairings for some of the UK’s most popular dishes.

Explaining the value of the competition’s tie-in with, sales & marketing controller for WFWW, David Kelly, commented: “This superb initiative makes food and wine matching simple for the consumer and is exactly what What Food, What Wine? is all about.

“This sort of scheme not only demonstrates how we think commercially in supporting our award winners to sell more wine, but also enhancing the ‘come dine with me’ experience for consumers at home.” is backed by Dragon’s Den star Peter Jones and is headed up by former Somerfield wine buyer and consultant Angela Mount.

Outlining her ambition for this initiative, Mount stated: “Our aim is to debunk myths and simplify the wine experience by bringing consumers the best brands they know, love and trust.

“By offering these dinner kits, we are further enhancing the buying experience, providing our customers with trusted wine and food matching solutions, and reducing the risk of buying wine online.”

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