New Ginsters Pastry Toastie – designed to be heated in the Toaster
With 85.5%[1] of all households in the UK enjoying savoury pastry, loving it most when served hot, it’s no surprise that category leaders, Ginsters, are set to disrupt the category again, this time making it even faster and easier to enjoy savoury pastry hot, with a tasty lunchtime revolution – the Ginsters Pastry Toastie.
Designed to be heated in the toaster in just four minutes – Ginsters new 130g Pastry Toasties are available in three mouthwatering flavours: Smoked Ham & Cheddar, Tomato, Basil & Mozzarella and Chicken, Pesto & Mozzarella – and meet growing consumer demand for a top quality, quick, tasty and hot lunchtime meal without compromising on quality. Crafted by Ginsters’ expert chefs, new Pastry Toasties have a delicious, crisp, golden baked pastry case, with a range of delicious savoury fillings, using only 100% British meat, which can be quickly heated in the toaster for maximum flavour, with no mess and no hassle.
Seizing the opportunity to unlock further incremental growth in a new fixture, Ginsters also recommends merchandising their new Pastry Toastie in the Micro-snacking fixture – a key destination for shoppers on a mission to find hot and tasty meal solutions with ease and convenience.
With one in three consumers saying they can’t find top quality, value for money and convenient hot meal options that are super quick to prepare[2], Ginsters are confident that the new Pastry Toastie is bound to be a real winner.
Ginsters is a brand known for the effort and passion that’s put into every bite and new Pastry Toasties are no exception, with comprehensive consumer testing and research revealing that 72% of respondents thought the concept sounded new and different, 79% saying the product sounded exciting, and 76% confirming they would buy them incrementally to their favourite savoury pastry products[3].
Sarah Babb, Ginsters Marketing Director, commented: “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.”
The new range is launching exclusively into Tesco from 6th October 2025 and the Smoked Ham and Cheddar Pastry Toastie will be available in selected Tesco Express stores from 10th November, with an RRSP of £2.50.
[1] Kantar 52 week, 10th August 2025
[2] Sources – Mintel/Kantar/Shopper Intelligence
[3] Sources – MMR hut test, 2024; MMR Concept Test 2023, 1,800 savoury pastry buyers; The Big Picture, Toastie Pack Qual 2024; Consumer product panels, Wirral,
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