Tasty new Grab and Go Pockets format, packed with Street Food flavours
With lifestyles busier than ever, 95% of shoppers snack, so it’s no wonder the market is worth an eyewatering £15.2billion![1] The snacking market is growing and with 73% of people who snack, doing so at least once a day[2] – there’s no disputing that we are a nation that loves to snack. However, as Savoury Pastry only has 1.2% share of the snacking market, category leaders, Ginsters consider themselves in the primary position to seize the opportunity and drive greater share for Savoury Pastry snacking solutions, attracting younger adults and driving growth of the category.
Ginsters is launching their handheld Pockets range, crafted to be eaten on the go with delicious street-food flavours. As one of the fastest growing brands in the snacking arena[3], Ginsters are perfectly positioned to tap into the growing consumer demand for handheld snacks (+8%)[4] by offering the perfectly satisfying and tasty snacking solution, ready to be enjoyed throughout the day.
In savoury pastry 54% of purchase decisions are made in store, making it a highly impulsive category, even more so than confectionary at 49%[5]. Created to perfectly meet the needs of under 35s, the UK’s most prolific snackers[6], new Ginsters Pockets will capitalise on this impulsivity and desire. Packed with delicious, top quality, street-food inspired flavours Ginsters Pockets are destined to drive younger, flavour-hungry shoppers into the category and build consumer excitement.
Designed to be eaten cold, on-the-go and straight from the hand, or heated, and delivering a satisfyingly convenient, pocket-sized pastry experience, Ginsters 100g Pockets were developed, following extensive consumer research to create the ideal snack solution, resulting in five winning flavours which all showed exceptional purchase intent. Pockets are available in the following delicious, unique flavours, all wrapped in Ginsters top quality signature puff pastry, Butter Chicken, Sriracha Chicken, Smoky BBQ Beef, Chinese Salt and Pepper Chicken, as well as an iconic collaboration between two of the nation’s best loved brands with the Steak and Marmite Pocket with Cheese.
Ginsters latest exciting partnership with Marmite, the love it or hate it brand founded in 1902, brings together two brands with a rich heritage and passionate fans, making it the perfect collaboration.
Melissa Wimble, Licensing Manager for Marmite commented, “We are thrilled to finally partner with Ginsters! This collaboration brings together two iconic British brands, and we can’t wait to share this exciting product we have created together. It’s a match made in foodie heaven!”.
The Steak and Marmite Pocket with Cheese and the Butter Chicken Pocket will be positioned in-store as a satisfying anytime snack within Food-to-Go meal deals, which is a core area of growth for Ginsters as the brand has already attracted over 314k shoppers in the last year through expansion in this space.
With new Pockets designed to offer the perfect snacking solution, the brand will be bringing enjoyment back to snacking with a PR, shopper, paid and organic social campaign with a total investment of over £350,000. The talent led campaign will be designed to highlight the UK’s snacking rut and use engaging, light-hearted content to demonstrate that better snacks exist. The activity will bring to life the leading role that Ginsters is taking in today’s snacking culture and the effort they make to ensure the quality, taste and convenience of the product.
Like the rest of the Ginsters range, the new products are made with top quality, locally sourced ingredients, and always 100% British Meat, providing real, honest, convenient food for shoppers with no added artificial flavourings, colours or preservatives. Ginsters expert chefs have designed the range so they taste great straight from the pack on the go but can also be eaten hot if you have time to heat them.
Stephanie Allen, Ginsters Marketing Manager, commented: “It’s such an exciting time for the Savoury Pastry category to meet consumer demand in the snacking space. With street food being such a growing trend, the Ginsters chefs have chosen five of the most exciting and tastiest recipes and we’re very proud to be leading the way for more Savoury Pastry snacking innovation to come”.
Ginsters new Butter Chicken Pocket & Steak & Marmite Pocket with Cheese will be available from 2nd April at Coop in the front-of-store Meal Deal before rolling out the range to other retailers from 7th April. The Sriracha Chicken, Smoky BBQ Beef and Chinese Salt & Pepper Chicken Pockets will launch in the chilled aisle in Tesco, Sainsburys and Morrisons from 7th April, followed by Asda later in May – all with an RRSP of £1.30.
[1] Source: Kantar Out of Home Usage Panel – 52 w/e 23rd February 2025
[2] Source: Mintel 2023
[3] NIQ 52 w/e 28 December 2024
[4] Kantar Usage Data 2024, growing by 9m occasions vs 119m occasions previous year.
[5] Greenshoots, Savour Pastry Shopper Research, May 2024. Planned vs. instore decisions.
[6] Source: Circana 52we 25/01/2025 | Kantar 52we 26/01/2025 | Samworth Brothers Research 2024
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