Ginsters to Expand No.1 Selling Single Roll Range[1]
Ginsters, Britain’s Biggest Pastry Brand[2], is responding to consumer demand for flavoured rolls[3] with the introduction of a new Limited-Edition Ginsters BBQ Pork Sausage Roll. Inspired by the taste of Classic American BBQ, the new Limited-Edition Roll combines 100% British Pork, mature Cheddar cheese with a special blend of herbs and spices, and a touch of rich, sweet and smoky BBQ sauce, encased in Ginsters golden baked puff pastry.
The new Limited-Edition launch is the first in a series of top-quality world flavour innovations, designed to bring excitement and new shoppers to the much-loved Rolls category, with more than three quarters of Brits (76%) saying they love a Sausage Roll[4] and seven in ten (71%) seeing them as a comforting treat[5] . With more than half of shoppers (68%) expressing interest in trying new flavours, Ginsters new BBQ Roll is set to deliver a deliciously tasty treat to our Sausage Roll-loving nation[6]. The new launch is set to deliver innovation and excitement at fixture in an impulse driven category where 54% of purchase decisions are made instore[7], and aims to drive incremental growth for Savoury Pastry as a whole.
With Ginsters enjoying the accolade of being Britain’s No1 branded single sausage roll[8], the new Limited-Edition Ginsters BBQ Pork Sausage Roll follows a successful 2025 for the brand, with Ginsters growing its presence within Rolls across both front of store (FOS) and back of store (BOS), delivering a +28% increase in Rolls total distribution points[9]. This growth was supported by two major Rolls campaigns, including an Extra Flamin’ Hot collab with PepsiCo and a summer social-led activation dialling up the effort that goes into making Ginsters Sausage Rolls. These contributed to the recruitment of 294k new Ginsters Rolls buyers, achieving the highest roll’s sales for the brand to date and driving category growth[10].
Ginsters’ new Limited-Edition BBQ Pork Sausage Roll will be supported by a summer campaign in 2026 that will be the brand’s biggest Rolls campaign to date, running across Out-of-Home and Social channels and aims to drive fame for Ginsters rolls.
Like all Ginsters products, the Limited-Edition BBQ Pork Sausage Roll uses 100% British meat and includes no added artificial colours, preservatives, or flavours, letting the quality ingredients speak for themselves. The new roll will be available in two different pack sizes to meet different needs, available in different store locations. A 130g format will feature back of store in the Savoury Pastry fixture and a 100g format will be stocked in the chilled food to go front of store area, joining Ginsters front of store range now worth £3m and growing at a rate of 13% YOY[11].
Stephanie Allen, Marketing Manager at Ginsters, commented: “Ginsters Rolls have won blind taste tests v supermarket competitors for the past two years[12] and we know our new Limited Edition BBQ Pork Sausage Roll will set tastebuds tingling too, driving excitement and buzz in the category.”
The new Limited Edition Ginsters BBQ Pork Sausage Roll (100g/RRSP £1.30) will be available at Morrisons from 13th April and Asda from 17th May and the back of store Roll (130g/RRSP £1.50) will be available at Sainsbury’s from 15th April and Morrisons from 20th April.
[1] Nielson Report – Rolls SKU Ranking 52 w/e 21/02/26
[2] The Grocer, Britain’s Biggest Brands 2025; NIQ Retail Measurement – Savoury Pastry Value Sales 52w/e 21/02/26
[3] +11% Rolls Units Flavoured vs Pork –1.4% Kantar / Nielsen IQ 52we Jan 26
[4] Sausage Rolls Report H2 2022 – Vypr
[5] Sausage Rolls Report H2 2022 – Vypr
[6] Sausage Rolls Report H2 2022 – Vypr
[7] Greenshoots, Savour Pastry Shopper Research, May 2024. Planned vs. instore decisions.
[8] Nielson Report – Rolls SKU Ranking 52 w/e 21/02/26
[9] Nielsen Ginsters Rolls TDP % Change YA 52 w/e 21/02/26
[10] Source Kantar WPO Ginsters Rolls Buyers 52we 22-02-26
[11] Nielson 52w/e 11th Oct 2025
[12] Wirral Taste Panel 2024 & 2025 vs supermarket competitors
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