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Ginsters Targets New Shoppers to Drive Category Growth with NPD 

Savoury Pastry Category leaders, Ginsters, are set to bring excitement and new shoppers to the category, with the launch of three new recipes this September – all featuring delicious British ingredients.  The new product innovations, created by Ginsters’ expert chefs are all inspired by family favourite meals and pub classics, perfect for delicious, cozy lunches as the weather turns cooler.  The new additions will see Ginsters grow their Pasty, Slice and Bakes ranges simultaneously, and deliver the exciting new flavours that, according to new research[1], over half of consumers are looking for.

This exciting and flavoursome trio includes:

BBQ Hunters Chicken Slice (170g) RRP £1.95, 100% British chicken & streaky bacon cooked in a smoky BBQ sauce with melted Westcountry cheese, wrapped in light puff pastry. In store from 25th September.

Smoky Beef Chilli Pasty (180g) RRP £1.95. 100% British beef, potato, black turtle beans, kidney beans, onion, tomato, red peppers, garlic, oak smoked sea salt with a hint of chilli, wrapped in a light puff pastry.  In store from 25th September.

Mexican Bean Bake (117g) RRP £1.50 (vegetarian). Black and red kidney beans, in a richly spiced tomato sauce; with peppers, smoked cheese, and a hint of coriander, wrapped in light puff pastry.  In store from 11th September.

Consumer insight was behind the development of the three new flavours, with each one carefully crafted with top quality British ingredients.  Research demonstrates a positive increase of between 17% and 22% in Mexican and Modern British flavour profiles[2], and this has been expertly interpreted into these delicious new recipes.

The BBQ Hunters Chicken Slice draws inspiration from a pub classic, with the tasty twist of being wrapped in layers of golden puff pastry.  Ginsters classic slice flavours, Peppered Steak and Chicken and Mushroom are loved by shoppers and this new take on a classic is set to liven up shoppers’ lunchtime.

Ginsters’ chefs have excelled themselves with the Smoky Beef Chilli Pasty.  The new arrival sees everyone’s favourite chilli dish wrapped in delicious pastry, revolutionising the pasty market, and bringing new family shoppers into the market.

The third innovation brings a fresh new vegetarian option to the Ginsters portfolio.  Like the rest of the Ginsters bakes range, the new Mexican Bean Bake has taken global flavour inspiration and will drive momentum and penetration for the bakes range, which is successfully offering shoppers a great value lunch add-on or mid-afternoon snack option.  The success of Ginsters bakes range has driven 5.2% penetration and £953k of incremental spend to the pasties and slice segment[3].

New products launched by Ginsters, over the last two years, have delivered over £7.6m YTD category growth[4] and this is set to continue with these new launches.  The new flavours will also attract new family shoppers[5] into the category, who are seeking out adventurous flavour innovations.

Like the whole Ginsters range, all three new products include no artificial colours, preservatives, or flavours, allowing the top-notch ingredients and quality to shine through.  This dedication to giving consumers convenient, tasty, food with 100% British meat and locally sourced vegetables is being further highlighted by Ginsters new brand identity and packaging, featuring Hay Farm, in Cornwall.

Sam Mitchell, Ginsters Managing Director, commented: “We are really proud of these three new products.  It was really important that we deliver a brand-new flavour profile for each of our ranges, rather than duplicating something predictable across all three.  We want to create excitement for the Ginsters brand as well as for the category as a whole.  Our new Pasty, Bake and Slice innovations give consumers a wider choice for a satisfying, delicious lunch, packed full of quality ingredients, at affordable prices, and are set to do just that.”

[1] Samworth Brothers Research 2021

[2] The Food People 2023

[3] Kantar 52 w/e March 2023

[4] IRI, Marketplace, Total Savoury Pastry, YTD 09/07/23 + Kantar, Aldi & Lidl, YTD 09/07/23

[5] Kantar 52 w/c March 2023

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