Turkey specialist Bernard Matthews is taking on Ginsters in the lucrative hand-held snacking arena.
It has launched a six-strong range of pastry-based slices and rolls that can be heated up either in the microwave or oven.
Retailing at 99p each, the range includes a Ham & Mushroom Roll, Cheese & Ham Slice and Chargrilled Chicken Slice with cheese and leek sauce. Account manager Nicola Allen said: “There is enough room in the market for someone else apart from Ginsters. We have tried to bring new varieties and new quality into the sector.”
The latest launch signals a desire to expand the business into new sectors.
It recently launched a Hot Pops range of microwaveable turkey balls and nuggets.