Ginsters adds new flavours and snacking format to the category


The UK’s number one savoury pastry brand, Ginsters, continues to innovate with the launch of its new Ginsters Bakes Range, featuring flavours inspired by American and North African fusion cuisine.

Launching in supermarkets nationwide from 11th October, the four-strong range of Bakes taps into the popularity for grazing throughout the day and on-trend world flavours, with demand for famous USA recipes up 39%. 

Harnessing 50 years of craftmanship and chef expertise, the new Ginsters Bakes range – perfectly sized for grabbing between meals – has been developed to satisfy consumers’ appetite for distinctive depth-of-flavour, delivering a taste sensation in Ginsters’ trademark light puff pastry.

With strong purchase intent, the new concept and flavours will drive trial and incrementality, attracting additional savoury pastry shoppers to the category. The new range particularly appeals to pre-family shoppers, who are less likely to consume three large meals, instead opting to enjoy a filling pick-me-up when they are hungry, and convenience shoppers looking for easy options for on-the-go.

Made using 100% British farmed meat, no artificial colours, flavours or preservatives, the new range is delicious hot or cold and can be baked in just 15 minutes. The US and African centred flavour options include:

·       Cajun Spiced Chicken Bake (117g): 100% British chicken in a Cajun style spiced tomato sauce blended with green peppers, black beans, West Country Mature Cheddar with a hint of wholegrain mustard, wrapped in a light puff pastry. RRP: £1

·       Philly Cheese Steak Bake (117g): A simple yet delicious recipe of 100% British beef in a rich sauce with Mozzarella, mature Cheddar and full fat soft cheese, onion, red and green pepper, and mushroom wrapped in a light puff pastry. RRP: £1

·       Mac & Cheese Bake (117g): The vegetarian option in the range, macaroni pasta in a creamy West Country Vintage Reserve and mature Cheddar cheese sauce, with a hint of mustard, chives and black pepper wrapped in light puff pastry. RRP: £1

·       Harissa Spiced Chicken Bake (117g): 100% British chicken in a Harissa style sauce, with chickpeas, peppers, potato, and onion wrapped in light puff pastry. RRP: £1

Targeting the quick hunger fix occasion, the latest launch from Ginsters aims to attract younger consumers and drive category growth by delivering the ideal light-bite portion-size and world flavour combinations that consumers love.

With two-thirds of savoury pastry snacking taking place in the afternoon, the range will unlock huge growth opportunity by tapping into new occasions, specifically with pre-family consumers and hurried shoppers, who have gravitated away from the discipline of three meals a day and snack two to three times daily.

Commenting on the launch Sam Mitchell, Ginsters’ managing director, said: “The last few years has taught us that consumer tastes and habits are always evolving. To ensure we continue to excite new and existing shoppers, we continually challenge ourselves to innovate, delivering exceptional taste experiences for our consumers to fulfil their ever-changing needs – whilst creating flavour combinations that deliver an element of the unexpected.

“Following a raft of successful NPD, including our Ginsters Smoky Steak and GUINNESS Slice and new plant-based products, the new Ginsters Bakes Range, taps into yet another growing occasion to broaden appeal with younger, pre-family consumers and provide a pick-me up. Perfectly portioned as a light-bite between mealtimes – whenever that might be – Ginsters Bakes provide more opportunity for retailers to reach shoppers across the day.

“With options including Cajun Chicken and Philly Cheese-Steak we stand by our brand values, using only 100% British farmed meat whilst delivering distinctive depth of flavour, synonymous with popular culinary destinations, all wrapped up in a light buttery puff pastry, providing the perfect tide over.”