A duo of deep-filled pork rolls has been unveiled by Ginsters – the UK’s number one savoury pastry brand – in an extension to its premium range, available in stores nationally from 22 June, RRP £1.75.

The all-new 120g Ginsters Premium Rolls are made using the finest ingredients and provide a deli-style twist on a British classic. The range has been developed to fulfil demand among post-family shoppers looking to trade up from the traditional sausage roll – an opportunity which represents a growth of £2 million for the category.  With shoppers increasingly more likely to purchase from trusted and familiar brands, market-leader Ginsters – with a 50-year heritage – is best placed to deliver this premium offering.

Combining generous, quality cuts of 100% British Pork, exquisite seasonings and craft toppings, the single serve NPD is available in two variants in savoury pastry aisles.

In the Triple Pork Roll, British pork shoulder, belly pork and pulled pork are wrapped in a butter enriched pastry and topped with nigella seeds, adding rich notes of onion, oregano and black pepper. Offering a new take on a traditional flavour, the Pork, Bacon & Cheddar Roll pairs seasoned pork with smoked bacon and full flavour West Country Cheddar. It is encased in butter enriched puff pastry and sprinkled with poppy seeds to finish.

“There is appetite for innovation in the premium savoury pastry aisle,” comments Kieran Hemsworth, Ginsters’ Managing Director. “It’s not enough to just use quality ingredients; exciting flavours and unique recipes drive purchase. The Ginsters Premium Rolls have been inspired by artisan savoury pastry – we have elevated the humble sausage roll from being a grab-and-go snack to a lunchtime main event. This is ‘high street deli meets food on the move’.”

“Despite the challenging times, Ginsters is growing three times faster than the savoury pastry category with +3.9% YoY growth1. Through an ambitious NPD roll-out we have tapped into the changing tastes of the nation and this latest range expansion is set to further strengthen our premium positioning.”

The launch follows the success of the Ginsters Cornish Handcrafted range of pasties which were introduced to savoury pastry aisles last year to mark the bakery’s 50th anniversary. The range includes a Cornish Handcrafted Cornish Pasty and a Cornish Handcrafted Chicken, Chorizo and Cornish Gouda Pasty – and is now complemented by the Premium Rolls. In another reinvention of the sausage roll, April saw Ginsters unveil a Vegan Sausage Roll in partnership with meat-free pioneer, Quorn®, which is also available nationwide.

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