Ginsters expands its flavour repertoire
The UK savoury pastry category leaders are upping the bar with three new recipes - all featuring British ingredients.
The new additions will see Ginsters grow their Pasty, Slice and Bakes ranges simultaneously, and deliver the exciting new flavours that consumers are looking for.
Consumer insight was behind the new flavours, with research revealing an increase in demand for Mexican (17%) and Modern British (22%) flavour profiles. Inspiration was also taken from family favourite meals and pub classics, making them perfect for cozy lunches as the weather turns cooler.
Wrapped in golden puff pastry, the BBQ Hunters Chicken Slice (170g RRP £1.95) is a twist on a pub classic - 100% British chicken and streaky bacon cooked in a smoky BBQ sauce with melted Westcountry cheese.
Ginsters’ chefs have excelled themselves with the Smoky Beef Chilli Pasty (180g, RRP £1.95). It’s everyone’s favourite chilli - made from 100% British beef, potato, black turtle beans, kidney beans, onion, tomato, red peppers, garlic, oak smoked sea salt with a hint of chilli - wrapped in puff pastry.
Like the rest of the Ginsters bakes range, the new (vegetarian) Mexican Bean Bake (117g RRP £1.50) takes inspiration for exotic shores and is expected to ramp up momentum for the range. To date, the bakes range has driven 5.2% penetration and £953k of incremental spend to the pasties and slice segment.
New products launched by Ginsters over the last two years have also delivered over £7.6m YTD category growth and this is set to continue with these new launches. The new flavours will also attract new consumers to the category.
All three include no artificial colours, preservatives or flavours. This dedication to convenient, British-sourced and locally sourced ingredients is further highlighted in Ginster’s new brand identity and packaging, featuring Hay Farm in Cornwall.
“It was really important that we deliver a brand-new flavour profile for each of our ranges, rather than duplicating something predictable across all three,” said Sam Mitchell, Ginsters MD.
“We want to create excitement for the Ginsters brand as well as for the category as a whole. Our new Pasty, Bake and Slice innovations give consumers a wider choice for a satisfying, delicious lunch, packed full of quality ingredients, at affordable prices, and are set to do just that.”
The company has recently invested £4m - the brand’s most ambitious spend to date - on a marketing campaign (TV, OOH, social, PR and shopper marketing) that is expected to reach 90% of all UK households and 98% of Ginsters’ target audience.
‘Taste the Effort’ aims to shine a spotlight on the dedication and care that goes into making Ginsters’ pastry range, specifically highlighting the high-quality British and local ingredient.
Through Merryn, Ginsters aims to tell their brand stories in a highly engaging and entertaining way. Seen in a farm setting, brand champion Merryn humanises the Ginsters brand by using humour to cut through other ‘farm to fork’ stories to connect with audiences.
