New and exciting limited-edition slice and exclusive new bake

Ginsters, the UK’s number one Savoury Pastry brand, is strengthening its portfolio and adding excitement and flavour to the Savoury Pastry category with the unveiling of TWO brand-new products. Capturing a taste of the seasons, the limited-edition Ginsters Four Cheese & Chive Slice, RRP £1.30, and the Italian inspired Ginsters Meatball Marinara Bake, RRP £1.00, are both available nationwide from 23rd May 2022.

With 56% of consumers[1] looking to try new things and explore new food experiences, the limited-edition Ginsters Four Cheese & Chive Slice is the latest in a series of seasonal innovations by the Savoury Pastry category leader. By launching limited-edition rotations which bring new flavours to the fixture throughout the year, Ginsters is driving excitement in this impulse category. The strategy adds interest for existing loyal consumers while attracting younger consumers looking for unique flavour combinations.

Tapping into the family audience by offering a delicious quick and easy hot at-home lunch option, the must-try Four Cheese and & Chive Slice combines quality British ingredients with fifty years of Cornish baking expertise. Made using no added artificial flavours, preservatives or colours, it blends four British cheeses – West Country Cheddar, British Mozzarella, Red Leicester and full-fat soft cheese – with onion, potato, chives and a hint of Dijon mustard. The filling is wrapped in a light golden puff pastry and topped with a mature Cheddar and black onion seed crumb.

The launch comes hot on the heels of Ginsters’ significant success with previous limited-edition products, including the Ginsters Festive Chicken & Stuffing Slice and Vegan Creamy Garlic Mushroom Slice, both proving to be consumer favourites. Ginsters’ limited-edition SKUs brought 42k incremental shoppers to Ginsters and £107k of incremental spend to the brand[2].

The Ginsters Meatball Marinara Bake capitalises on the 27% growth[3] in afternoon snacking and responds to the pre-family lifestyle of eating at diverse times – often with two or three snacking times per day – by offering a new grab-and-go format with a world flavour.

A twist on an Italian classic, the Ginsters Meatball Marinara Bake combines 100% British pork and beef meatballs with creamy melted mozzarella, tumbled in a rich tomato-based sauce with roast garlic, red peppers, SunBlush® Tomatade, chopped tomatoes and onion. This mouth-watering filling is wrapped in light puff pastry and seasoned with rosemary, oregano, smoked salt, paprika and black pepper.

The Meatball Marinara Bake joins two other world inspired flavours in the Ginsters’ Bakes range which can be enjoyed cold on the go, or hot from the oven in just 15 minutes. The range seeks to recruit a younger shopper to the category, further driving incremental growth, while driving higher frequency amongst the existing family and post-family audiences. By driving an increase in choice, unique flavours and participation in the category, Savoury Pastry snacking could open £23m occasions YoY[4].

Sam Mitchell, Ginsters Managing Director, commented: “Our incredible chefs at Ginsters have created these two exciting new flavours in response to our extensive consumer research. We understand that more than ever, people are demanding more choice, excitement and convenience. Whether that’s for a quick and easy family lunchtime, or a convenient snack on the go.

“Our latest launches offer interesting new flavour combinations, creating more choice in this impulse category. We want to help shoppers navigate the fixture and feel excited about trying new Savoury Pastry products.”

Sam continues: “Our role, as market leader, is to keep savoury pastry at the top of consumers’ minds through innovative options in a flexible and affordable format, while introducing a younger market to the category. Consumers are still favouring quick and easy meals by brands they can trust, like Ginsters.”

The Ginsters Four Cheese & Chive Slice and Ginsters Meatball Marinara Bake build on the success of Ginsters’ core range and the introduction of exciting and world inspired flavour profiles across pasties, slices and bakes. Both the Bakes and Slices ranges aim to introduce a younger audience to the Savoury Pastry category.

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