Ginsters Launches an Iconic British Brand Collaboration: Limited Edition Heinz Beanz & Cheese Slice
Ginsters’ Limited Edition Slices range has recruited 425k new shoppers into the brand, delivering £233k incremental spend since their launch in 2022 and with the Pasties and Slices category growing 6.8% YOY in volume sales[1], the format is primed for further growth. To continue this momentum Ginsters is partnering with Heinz Beanz, already bought by 40.5%[2] of UK households, to create the new Ginsters Limited Edition Heinz Beanz & Cheese Slice (170g), which is set to generate a huge amount of consumer excitement and drive new shoppers[3] into the Savoury Pastry Category. With 77% of shoppers buying from brands that share their values[4] this first partnership for the Ginsters Slice range brings two of the nation’s most iconic family brands together, with over 200 years of heritage.
Ginsters expert chefs have teamed up with Heinz to create the perfect ratio of Beanz, cheese and pastry in every bite. The new partnership will delight shoppers looking for the ultimate combination of comfort foods and is set to be a real family favourite.
With more than half (54%)[5] of Savoury Pastry purchase decisions made in store, the category is even more impulsive than confectionary (49%)[6] and this new collaboration is set to dial up excitement and interest at fixture, grabbing the attention of shoppers and driving sales.
Following a social media tease campaign designed to build excitement amongst eagle eyed fans of both brands, the new Ginsters Limited Edition Heinz Beanz & Cheese Slice puts an exciting twist on the ultimate comfort food, perfect for lunch or snacking.
An ongoing social media campaign will tickle shopper’s tastebuds with a search for discerning super fans to test the brand new slice and other exciting new Ginsters innovations throughout the year, being paid in pastry for their efforts!
Like the rest of the Ginsters range, the new products are made with top quality ingredients to provide real, honest, convenient food for shoppers with no added artificial flavourings, colours or preservatives.
Sarah Babb, Ginsters Marketing Director, commented: “We are so excited to introduce our new Limited Edition Heinz Beanz & Cheese Slice. Heinz Beanz are a national treasure! Combining them with cheese and wrapping them in our perfect puff pastry is sure to delight shoppers all over the country and drive category growth. This classic much-loved combination, now available with a twist, is set to make lunches more exciting, tasty and convenient!”
Alessandra de Dreuille, Kraft Heinz UK Meals Marketing & Commercial Director added: “At Heinz, we’re always looking for new ways to bring our iconic Beanz to fans across the UK, and what better way than wrapped in Ginsters’ golden, flaky pastry? This collaboration is a perfect blend of two great products coming together to create a slice that’s as comforting as it is delicious. We know consumers are looking for tasty, convenient options and the Heinz Beanz & Cheese Slice is sure to become an instant classic.”
The new slice will be available from 28th March at Morrisons and then from 7th April in Tesco, Asda and Sainsbury’s with an RRSP of £1.95. And in a further treat for Beanz lovers, a 136g slice, packed with Beanz alone, will be launched into value retailers from June, ensuring Ginsters and Heinz fans can access wherever they shop.
[1] Kantar Worldpanel, Total Pasties & Slices Volume, 52 w/e 25/01/25
[2] Kantar World Panel Total Heinz Beanz L52wks WE 21.01.25
[3] Havas Group 2019
[4] Havas Group 2019
[5] Greenshoots, Savoury Pastry Shopper Research, May 2024. Planned vs. instore decisions.
[6] Greenshoots, Savoury Pastry Shopper Research, May 2024. Planned vs. instore decisions
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