Ginsters and Tribute Ale create Steak & Ale Pasty

The nation’s leading savoury pastry brand, Ginsters of Cornwall, has joined forces with iconic Cornish brand, Tribute Ale, to create a Ginsters Steak & Ale Pasty – available in Tesco nationwide from 11 November, retail price of £1.70.

Ginsters and St. Austell Brewery are long-established Cornish brands, which have baked and brewed in Cornwall for 50 and 150 years respectively. The collaboration sees Ginsters partner with one of the fastest growing cask ales in the UK to create this classic recipe.

The new SKU will be available exclusively at Tesco in the chilled savoury pastry fixture, offering consumers a Cornish twist on a highly popular recipe which is currently missing from supermarket aisles. It is the latest launch from award-winning Ginsters which is aimed at shoppers who are looking to expand their Ginsters repertoire.

By tapping into the ‘real convenience food’ trend and leading the chilled savoury pastry category with disruptive innovations, Ginsters is on target to grow +6.5% this year with its pasties enjoyed by 20% of the population[1].

“We’re thrilled to be partnering with Tribute Ale, who we know share our values around Cornish heritage, pride and quality, to bring a popular pasty recipe back to consumers,” says Kieran Hemsworth, Managing Director of Ginsters.

“The Ginsters Steak and Ale Pasty is a Cornish take on the classic steak and ale flavour combination and will appeal to consumers looking for a balanced, satisfying meal-in-one.”

Marc Bishop, St Austell Brewery Trade Marketing Manager, commented: “We are delighted to support Ginsters with their tasty new pasty and look forward to seeing it on-sale in Tesco stores across the UK over the coming months.”

The Ginsters Steak & Ale Pasty will be available nationwide in Tesco from 11 November 2019, retail price of £1.70.

[1] Kantar WorldPanel 52 w/e 6/10/19