Ginsters of Cornwall, the nation’s leading savoury pastry brand, has partnered with the UK’s number one meat-free pioneer, Quorn, to launch the all-new, co-branded, Ginsters Vegan Quorn Pasty – available in grocery retailers nationwide from 22 September 2019, RRP £1.80.

Developed in Cornwall by Ginsters’ expert chefs, the Vegan Quorn Pasty adapts the brand’s signature ‘Cornish Pasty’ SKU, containing only 100% vegan ingredients. The NPD combines marinated Quorn pieces with locally sourced potato, onion and swede[1], encased in light puff pastry – boasting the Ginsters distinctive flavour.

With vegan and flexitarian lifestyles now commonplace with 62% of the UK population reducing their intake of meat[2], the launch sees Ginsters expand its meat-free offering with an ambition to add incremental retail sales value by bringing new shoppers into the savoury pastry category.

Ginsters sells three million products every week across its meat, vegetarian and vegan ranges. After updating its award-winning Moroccan Vegetable Pasty into a vegan-friendly SKU in May this year, the brand achieved +104% growth in revenue. Combining this success with the consistent double-digit growth of Quorn’s current savoury pastry range, the collaboration between the two heavyweight brands will create significant disruption, attracting new consumers into the category and encouraging loyalists to expand their Ginsters repertoire.

Kieran Hemsworth, Managing Director at Ginsters, said: “Across savoury pastry, vegetarian products are driving category growth as consumers swap at least one meal each week for a meat-free alterative. Pre-family shoppers are an instrumental force behind this shift, so we want to work with retailers and partners to offer more variety and embrace the plant-based surge.

“We have also found most vegetarian and vegan products cater to the take-home meal occasion. The Ginsters Vegan Quorn Pasty is a flexible meal-in-one, for lunch or dinner; deep-filled with the distinctive Ginsters taste and Quorn pieces.”

Commenting on Quorn’s debut partnership with Ginsters, Director of Business Development, Andy Smith, said: “At Quorn, we have a vision to make the world’s diets healthier and more sustainable. Our products are known for their amazing taste, texture and high-quality ingredients – guiding values which are shared by Ginsters. The Vegan Quorn Pasty gives consumers the opportunity to enjoy a British classic whether they follow a vegetarian, vegan or flexitarian lifestyle – it’s for everyone.”

The Ginsters Vegan Quorn Pasty will be available in grocery retailers nationwide from 22 September 2019 – RRP £1.80.

[1] Locally sourced vegetables wherever possible

[2] The Source (400) 2018

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