Ginsters introduce Gluten-Free Pasty to the savoury pastry fixture

The nation’s leading savoury pastry brand, Ginsters of Cornwall, has launched its first ever Ginsters Gluten-Free Cornish Pasty, available in Sainsburys nationwide, from 29th December 2019, RRP £2.50.

Suitable for coeliacs and those looking to reduce gluten in their diet, the Ginsters Gluten-Free Cornish Pasty is made to a traditional PGI compliant recipe, with 100% British minced beef, potato, onion and swede, wrapped in a golden shortcrust pastry made from specialist flour.

According to recent studies, the free-from market value in the UK is currently valued at £2.1 billion[1], with 12% of UK consumers now completely avoiding gluten [2]. The all-new Ginsters Gluten-Free Cornish Pasty has been developed in direct response to the growing number of consumers who purchase gluten-free foods due to both health and lifestyle choices. It offers shoppers a gluten-free option with total convenience in mind – ideal for consumers to eat ‘on the go’ as a lunch time solution or put into the oven to be baked at home.

This free-from launch follows a series of successful NPD innovations by the brand, including the introduction of two new vegan products this year – the Moroccan Vegan Pasty and the Vegan Quorn Pasty. As category leaders, Ginsters continues to be a disruptive innovator, increasing the relevance and appeal of chilled savoury pastry – developing ‘a pasty for everyone’ without compromise. This innovation agenda has delivered more than £14m of category growth over the last two years [3].

Kieran Hemsworth, Managing Director of Ginsters, said: “Consumers told us that they have struggled to find a gluten-free pasty that really delivers on taste and quality, so we’ve developed a product that offers the same distinctive taste our loyalists know and love, but which now happens to be gluten-free.

“Gluten-free is the largest sales driver within the Free-From category, accounting for 37% of sales, and it’s pre-family shoppers steering this trend [4]. The single serve format of our pasties particularly appeals to this audience as a balanced and convenient lunch, on-the-go or evening meal solution.”

The Ginsters Gluten Free Cornish Pasty will be available in Sainsburys stores and rolling out nationwide from 29th December RRP £2.50.

[1] Ginsters category insights

[2] Mintel: 25th January 2019

[3] Kantar 52wks to 19th May 2019, Toluna, Kantar Usage

[4] Kantar 52wks to 30 Dec 2018