Ginsters has relaunched its chilled pie portfolio with new packaging and improved recipes.

Rolling out now, the new-look pies feature a chalk board effect font, improved product imagery and a stronger focus on locally sourced ingredients.

A Peppered Steak variant has been added to the range, joining improved versions of the British Steak and British chicken pies. The new 225g pies will replace the 180g SKUs, which were available in Steak and Chicken & mushroom.

Ginsters head of brand marketing Andy Valentine said research had showed that shoppers frequently planned chilled pie purchase but were often disappointed by quality.