Ginsters Pastry Toasties – Designed to be heated in the toaster
In true category leading style, Ginsters are shaking up the savoury pastry aisle with a revolutionary Heat to Eat lunchtime innovation – the Pastry Toastie – now making it even faster and easier to enjoy your savoury pastry hot. Toasties can be heated in the toaster in just four minutes, providing the perfect hot lunch for the one in three shoppers who say they can’t find quick to prepare, tasty and affordable, lunch options1.
Ginsters’ new Pastry Toasties come in three tasty flavours: Smoked Ham & Cheddar, Tomato, Basil & Mozzarella and Chicken, Pesto & Mozzarella. Created with the ingenuity of Ginsters expert chefs, new Pastry Toasties have a crisp, golden pastry case and deliciously satisfying savoury fillings. Just pop your Toastie in the toaster for maximum flavour with no mess and no hassle.
The Ginsters Toastie launch is backed by a sizeable £0.65m ATL media campaign during Autumn 2025, featuring striking OOH and paid social, as well as Shopper Marketing in store, and trade and consumer PR. Ginsters will continue building momentum for its revolutionary Pastry Toasties with more media spend planned in H1 2026, including a feature on TV.
Turning consumer insights into category changing innovation
As leaders in savoury pastry, Ginsters has become the signpost brand for the whole category and plays a vital role in driving shoppers to the Savoury Pastry aisle. For Ginsters, the Pastry Toastie represents a game-changing way to do lunch and an opportunity to unlock incremental growth in the Micro-Snacking fixture – a key destination for shoppers on a mission to find quick and tasty meal solutions.
Ginsters is recognised as a brand that puts time and effort into every new product, to ensure only the best ingredients are used and each has strong consumer appeal – and new Pastry Toasties are no exception.
Consumer insights played a significant role in helping Ginsters to co-create the perfect, speedy lunch solution, especially relevant to the 75% of us who are now working from home and looking for a quick 5-minute lunch. Following many months of research, the Pastry Toastie was heralded as an incremental purchase that people were highly likely to make, alongside their usual savoury pastry buys, with 79% finding it ‘exciting’ and 72% thinking ‘it’s new and different’2
It’s a Toastie that goes into a Toaster!
Going hand in hand with consumer testing, a new study3 by Ginsters revealed some fascinating facts about the nation’s love for the humble toaster, which still retains its title as a household hero. Almost a third of Brits (30%) use theirs 4-6 times a week, and one in three (31%) say it’s the most convenient kitchen appliance they own when it comes to heating food.
The study also uncovered some of the nation’s strangest toaster usage confessions. Among the most unusual items reported were fish fingers and burgers, with one in 10 Londoners (11%) saying they have even used their toaster to heat up spaghetti Bolognese!
Unsurprisingly, many of these creative attempts resulted in disaster, with nearly a third of Brits (29%) admitting to rescuing burnt or overcooked items from the toaster at least once a week, over half (51%) having thrown food away as a result, and almost a quarter (23%) even damaging the toaster by cooking something it wasn’t made to handle.
Made to be toasted in any toaster and ready in just four minutes, each Ginsters Pastry Toastie is perfectly designed to keep the toaster clean – no leaks, no regrets – just crisp, golden pastry without any of the mess.
Ginsters – the Savoury Pastry category champions
With 85.5%4 of all households in the UK enjoying savoury pastry and it being best enjoyed hot, it’s no surprise that Ginsters are confident that they are about to disrupt the category again – this time making it even faster and easier to enjoy hot savoury pastry for lunch.
Commenting on the launch, Ginsters Marketing Director, Sarah Babb says: “We are really excited to be shaking up the category and bringing our new Ginsters Pastry Toasties to market. Our Toasties are a real, category leading innovation and we know they will have a huge impact on both our brand and the wider category. Ginsters Pastry Toasties will appeal to people working from home, families and new, younger shoppers, looking for a top quality, tasty and quick and easy hot lunch.”
“As with every product we create we want consumers to be able to taste the effort that we put in to creating our range. We spent a significant amount of time and effort researching, developing and perfecting our Pastry Toasties to ensure that they meet a genuine consumer need, and of course that they taste absolutely delicious!”
Ginsters new Pastry Toastie range launched exclusively into Tesco in October 2025 with full retail roll out planned in 2026, RRSP of £2.50.
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