Pembrokeshire's own challenge to the famous Cornish pasty was launched in Tenby yesterday (Thursday) by two culinary entrepreneurs.

Businessmen and long-time friends, Oliver Booth of Tenby and Dominic Spencer-Churchill of London, are behind The Pembrokeshire Pasty & Pie Co, which has just unveiled a five-year plan for a chain of outlets.

The new food company is taking Pembrokeshire farm produce from the county to high streets across England and Wales.

A traditional pasty recipe created in the twelfth century by the builders of St David's Cathedral is the cornerstone of the venture, whose first shop is due to open in Tenby on St David's Day.

"We are certain that the Pembrokeshire pasty recipe can compete with Cornwall's," said Oliver, aged 29, who has been working in his family's Serendipity Amusements business.

"We've revived the traditional recipe of Welsh lamb, redcurrant jelly, currants and mint, and it is absolutely delicious."

The Pembrokeshire pasty is one of a dozen pasties and pies being served up by the company.

Amongst them are Preseli Mountain Breakfast - a pasty packed with farm-cured bacon and sausage, free-range egg, tomato and beans - and the Caldey Island, a pie filled with chunky Pembrokeshire fish and leeks in a creamy white sauce.

Oliver and Dominic, who is a property investor, have dubbed their products 'parcels of Pembrokeshire magic'.

To help them weave this spell, they have teamed up with Sian and Geraint Bowen of the award-winning Bethesda Farm and Coffee Shop, near Narberth, to ensure that all the ingredients are sourced and manufactured in Pembrokeshire.

Everything will be made at Bethesda before being taken to the shops to be freshly baked, where customers will also be able to buy Pembrokeshire-produced soft drinks and water.

The Tenby shop in St George's Street will be followed by a flagship store in Cardiff later in the year, before a planned gradual expansion over five years.

Tenby's mayor, Councillor Sue Lane, put the Pembrokeshire pasties and pies to the taste at the company's launch yesterday, and pronounced them 'delicious'

She added: "It's wonderful in this economic climate to have an exciting new business opening in Tenby and promoting Pembrokeshire produce.

"Oliver and Dominic have done a lot of research into the Pembrokeshire pasty, and I wish them all the very best in their venture."