Ginsters Meat Club

Ginsters is extending into meat snacks for the first time with four new products.

The Ginsters Meat Club range includes 100% British chicken bites (rsp: £1.59/60g) and chicken sticks (rsp: £1.89/55g) that both come in BBQ and tandoori flavours. They will roll out to the convenience impulse channel on 4 March with an introductory price of £1.29 for the bites and £1.59 for sticks.

The launch will be supported by a six-figure marketing campaign that aims to reach 10 million consumers over four weeks. As well as poster advertising, the push will involve POS, shopper marketing and social activity.

“At Ginsters, we pride ourselves on using only the very best quality ingredients, and our new 100% British chicken meat snacks reflect our focus on quality,” said sales and marketing director Linda Evans. “Meat snacking is an increasingly profitable sector in convenience and there’s a big opportunity for retailers. The products have researched well with our consumers and are seen as a perfect fit with the existing products in the Ginsters range.”

The meat snacks market is worth £108.1m, up 6.3% year on year [Nielsen 52 w/e 11 October 2014]. It is dominated by Peperami and Mattesons, which between them hold 84% of the market. Ginsters is the leading brand in savoury pastries, with sales of £101.9m, as well as the leading brand in sandwiches.