Where to get 'the UK's best mince pies' for free in London this week

After a merry marathon of tasting, Iceland’s Luxury All Butter Mince Pies rose above the rest, beating Asda, Waitrose, Mr Kipling, Lidl, Caffè Nero and Morrisons to secure the ultimate seasonal title. And now you can try them for free in London!

Londoners are in for a festive treat this Thursday (27th November), as Iceland Foods will take to the streets of the capital on a Christmas mince pie tour, embarking on a one-day citywide giveaway, to hand out its luxury mince pies to festive fans.

Londoners can get their chops around a free mince pie in the capital this week! | Getty Images

placeholder image — Londoners can get their chops around a free mince pie in the capital this week! | Getty Images

The truck will journey between some of London’s most iconic landmarks, starting at Fortnum and Mason from 11am, spreading seasonal cheer and inviting everyone to enjoy a complimentary taste of Iceland’s award-winning mince pies, whilst stocks last.

After being crowned the UK’s Best Mince Pie by the Good Housekeeping Institute, Iceland Foods is celebrating the win in true festive spirit by giving out its award-winning Luxury All Butter Mince Pies to lucky Londoners.

Iceland are giving away free mince pies in London this week | Iceland

Designed to bring the magic of Christmas directly to the public, the tour will make multiple stops throughout the day, ensuring anyone who wants to sample the UK’s best mince pie has the chance to enjoy one, completely free of charge.

The Good Housekeeping Institute arranged a panel of experts and consumers to test 34 mince pies from the nation’s leading retailers, hunting for the ultimate festive bake: buttery, rich, aromatic and bursting with flavour. All mince pies were blind-tested to avoid brand bias, with each judged meticulously on aroma, flavour and appearance.

After a merry marathon of tasting, Iceland’s Luxury All Butter Mince Pies rose above the rest, beating Asda, Waitrose, Mr Kipling, Lidl, Caffè Nero and Morrisons to secure the ultimate seasonal title.

In addition to taking the top spot in the Good Housekeeping Institute’s prestigious taste test, Iceland’s mince pies also performed exceptionally well in the newly released Which? Mince Pie Taste Test, ranking an impressive third place out of nine major supermarkets.

To celebrate, Iceland’s Christmas food truck will spread festive cheer and free mince pies at the following London hotspots from 11am to 7pm:

Fortnum & Mason
Piccadilly Circus
Trafalgar Square
10 Downing Street
Whitehall Cenotaph
Big Ben
Buckingham Palace
Hyde Park Corner

An Iceland spokesperson said: “Being crowned the home of the UK’s best mince pie is something we’re incredibly proud of and what better way to celebrate than sharing the Christmas magic directly with the people of London! Come down and join us to sample our award-winners for yourself.”