A flurry of new launches from brands and premium own label has driven growth worth £11.7m (6.5%) in flans and quiches this past year, making it the strongest performer in absolute terms. 

This reflects a number of key trends affecting the category right now: growing demand for higher-protein products, the switch to meat-free and the rollout of a wider array of on-the-go offerings. See Higgidy's summer launch of a Spinach, Feta & Red Pepper Tartine into Boots and WH Smith. 

"Non-meat pasties may only account for a fraction of spend, but are growing faster than any other subcategory," says Kantar analyst Hugo Schild. 

But it's not all about meat-free. The second-biggest absolute gain was from the traditional pork pie, which has achieved value growth of £7.7m on volumes up 4%. And there's nothing humble about these pies. "Pork pies see huge growth in premium ranges," adds Schild. 

Brands are driving most category growth. NPD and widening distribution have played key roles. 

Pukka, for example, reports a 40% increase in distribution, Ginsters reports growth in Tesco Express among others, while Higgidy says stocking points and range have grown in 'most major retail customers'.

Market leader Ginsters has racked up an extra £6.4m, bolstered by strong NPD. Its Chicken & Bacon slice has generated £1.6m since launching in February, according to Nielsen, and it is continuing to keep pace with new consumer demands with products such as its Bitesize range. 

Despite the loss of shelf space in Tesco in June, Higgidy is up £2.2m and innovating with trend-led products such as meat-free parcels. 

Over in meat snacks, just £9m separates leader Peperami and Kerry Foods' Fridge Raiders now as the original 'Bit of an Animal' struggles to stay relevant in an increasingly premium market. A steep rise in average price masks a 13% crash in volumes for Peperami as retailers have stocked up on pricier NPD. 

Fridge Raiders, meanwhile, is up 1% on volumes up 2.3% following the brand's repositioning as an adult snack and the launch of a host of new products earlier this year. 

It's the smaller, more premium brands that are responsible for the lion's share of growth in meat snacks. Most of these lie outside the top 10, but are delivering growth that would make larger brands proud. Jack Link's has delivered an extra £1.2m after sales spiked 75.9% and Cruga Biltong is up £1m (73.7%) as distribution in convenience has grown. 

The strongest contributor to growth is Taste Inc, which racked up £1.9m following big distribution gains through Tesco.