Six months since Ginsters, Britain’s Biggest Pastry Brand[1], revolutionised lunchtimes with the launch of the quick to heat Ginsters Pastry Toastie – a deliciously tasty new flavour is being added to the range, at the same time as its grocery distribution expands. The brand new Ginsters BBQ Pulled Pork & Cheddar Pastry Toastie (130g) will join the three delicious flavours that have been making waves expanding Savoury Pastry into the Micro Snacking category since launching in October 2025.
Already available in Smoked Ham & Cheddar, Tomato, Basil & Mozzarella and Chicken, Pesto & Mozzarella flavours, the award winning Ginsters[2] Pastry Toastie has been a huge success in the six months since launching in Tesco as a first to market, and has already brought new younger shoppers into the Micro Snacking category[3] and driven category efficiency[4] with two SKUs in the top 10 best sellers.
Ginsters consumer research reveals that lunch is the second largest consumption occasion yet, it is the meal consumers struggle with the most – finding their current lunch choices boring and uninspiring[5]. In their quest to develop the perfect lunch option, Ginsters found that Brits choose speed over satisfaction, opting for boring sandwiches, soups and leftovers from the night before, when what they’re really looking for are quick and easy meals that are tasty, satisfying, hot, great quality and affordable. Savoury Pastry, including Pasties, Slices and Rolls, is already enjoyed by more than 85% of UK households[6] but surprisingly only present in 23% of in-home lunches[7]. The innovative new Ginsters Pastry Toastie has been created to change this. Now available in four delicious flavours, it meets all consumer needs as a tasty, and convenient, hot lunch, ready in minutes.
Crafted by Ginsters’ expert chefs, the new BBQ Pulled Pork & Cheddar Pastry Toastie, like the rest of the range, has a delicious, crisp, golden baked pastry case, with a delicious savoury filling, using only 100% British meat, which can be quickly heated in the toaster in minutes for maximum flavour, with no mess and no hassle.
Stephanie Allen, Ginsters Marketing Manager commented: “The success of the Ginsters Pastry Toastie range, that is shaking up the Micro Snacking fixture, is undeniable. We look forward to continuing the expansion across retailers and adding more choice to the range with our new BBQ Pulled Pork and Cheddar flavour.”
The Ginsters Pastry Toastie launch in October 2025 was supported with an awareness driving campaign across OOH, social and shopper marketing, with our second burst going live this April, reaching 85% of all UK adults with 9 opportunities to see and a total investment of £1.55m across 9 months. Later in the year an exciting stunt will be taking place in a prominent location to further support the range too.
Ginsters BBQ Pulled Pork & Cheddar Pastry Toastie (RRSP £2.50) will be available in the Micro-Snacking Feature in back of store at Tesco from 13th April 2026. Expanded distribution for the range will see the existing Ginsters Pastry Toasties launch into the retailers including Co-op, Sainsbury’s, Morrisons, One Stop, Nisa, Booker and Amazon from 13thApril.
[1] The Grocer, Britain’s Biggest Brands 2025; NIQ Retail Measurement – Savoury Pastry Value Sales 52w/e 27/12/25
[2] Mintel Most Innovative Awards, Food & Drinks category, EMEA
[4] NIQ Rapid Heat, Total Market 12 w/e Dec 2025
[5] Ginsters consumer insight & in home lunch diaries, Statista 2023
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