Ginsters, the UK’s number one savoury pastry brand, is strengthening its offer in the savoury snacks market by launching an all-new range of world flavour-inspired empanadas, available in stores nationally from 20 July, RRP 2-pack £1.50, 3-pack £2.00.
The range capitalises on trend-setting flavours which are popular with UK consumers to appeal to pre-family shoppers – worth a £2.5 million growth opportunity – who under index in the savoury pastry snack category. Tapping into their preference for smaller sizes, lower calorie and full flavour, the range offers a new on-the-go snacking solution and fulfils demand for more choice.
Traditionally a Spanish or Latin-American delicacy, empanadas are savoury-filled pastry turnovers and a culinary twist on Ginsters’ market-leading Cornish Pasty. Each empanada in the new range is less than 100 calories and is available in a choice of two spicy flavours with a hint of heat.
The Ginsters Chicken Tikka Empanada pairs 100% British chicken in a creamy tikka sauce with mango chutney and chopped coriander. The filling is then wrapped in a light pastry before being topped with smoked paprika to finish.
Encased in the same light pastry with a smoked paprika topping, the Ginsters BBQ Pulled Pork Empanada blends 100% British pulled pork in a BBQ sauce with chipotle chillies.
Kieran Hemsworth, Ginsters’ Managing Director, comments: “Snacking is changing. Consumers expect more choice and better quality; they are increasingly mindful about everything from the ingredients used to health considerations. Our all-new Ginsters empanadas range is different – each empanada is less than 100 calories and boasts a distinctive depth of flavour.
“By combining flavour trends with more consumer variety, the launch will help to broaden the appeal of savoury pastry. It celebrates the culinary connection between the pasty and empanada and, as the UK’s number one pasty maker, is a natural move in innovation that we are bringing to the category.”
The Ginsters empanada range will be available in the savoury pastry aisle in a three-pack format and in front of store fixtures in a two-pack format. The launch will complement the Ginsters Bitesize snacking range of Cornish Pasties, and Sausage Rolls.