Savoury Pastry Category Leader Introduces the NEW Limited Edition BBQ Pulled Pork Slice
With 51.2m lunches consumed every day[1] and a huge +22% increase in WFH lunches since pre-Covid[2], shoppers are seeking more variety than the traditional sandwich. Ginsters believes the introduction of their new Limited Edition BBQ Pulled Pork Slice represents a big opportunity to attract new shoppers by tapping into the impulsive nature of the Savoury Pastry category. [3] The launch is the latest in a line of Limited Editions that have proven to attract new, younger shoppers to the category.
Pasties and slices are present in +31% more occasions than 5 years ago, especially at midweek lunchtime, although total Savoury Pastry currently only accounts for 23% of all in-home lunch occasions.
With ‘range of flavours’ being a key reason for growth in consumption of pasties and slices – particularly for younger consumers, and cuisine-based flavours increasing in popularity by 8% in the past 5 years[4], the new Ginsters BBQ Pulled Pork Slice is perfectly pitched to attract new shoppers.
Ginsters created the Limited-Edition platform in 2022 as an efficient way to offer exciting new flavours on a regular basis, giving consumers quick, easy and delicious options for lunch.
Since May 2022, Ginsters has launched two exciting new Limited-Edition slices to its Slices portfolio every year – bringing seasonal excitement and flavour to the category: Four Cheese & Chive, Cauliflower Cheese, Creamy Tomato, Chicken & Mozzarella, Chicken Fajita Slice, and now, the tasty new BBQ Pulled Pork Slice. Since launch the Limited-Edition Platform has driven a total of £445k incremental spend and has been bought by more than 0.6m households. Ginsters Limited Editions are also being bought by a younger shopper, with 29% of shoppers who purchased the latest Chicken Fajita Slice being pre-family vs 9% across the rest of the slices range.
Ginsters new Limited-Edition BBQ Pulled Pork Slice captures the taste of summer. Created by Ginsters expert chefs, the new recipe uses 100% British Pulled Pork, cooked in a sweet and tangy BBQ sauce, with red peppers, all encased in golden baked puff pastry with an applewood smoked crumb topping for a delicious summer slice. Like the rest of the Ginsters range, the new Slice contains no added artificial flavourings, colours, or preservatives too.
Emma Stowers, Ginsters Marketing Director, commented: “We’re excited to be leading the way in flavour innovation for Savoury Pastry. Our Limited-Edition platform is working, bringing new shoppers into the category. Consumers are looking for taste experiences and we think our newest Limited Edition, the BBQ Pulled Pork Slice, will excite those who are keen to explore different cuisines at lunchtime and offer something a bit more interesting than a sandwich.”
The Limited Edition Ginsters BBQ Pulled Pork Slice will be stocked in Tesco, Asda, Morrisons, Waitrose, Nisa and Booker from Monday 13th May, RRP £1.95.
[1] Source: Mintel. Attitudes to lunch 2022- 2223
[2] Source: Kantar Usage, WFH Lunches (had at home, midweek, adults in working lifestage), 52 w/e 3rd September 2023 vs 2019.
[3] Source: Mintel. Attitudes to lunch 2022- 2223
[4] Kantar, Usage Panel, Growing Dishes/Meal Centres, Occasion change at main meals, 52 w/e Sep 2023 vs 2019
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