White van man's favourite snack is going upmarket, with the addition of a premium tier to Ginsters' pasties range.

Steak & ale and chicken & ham varieties are the first in a series of premium launches planned over the next 12 months. They will benefit from a £6.5m marketing campaign for the brand this year.

Both products are launching initially into independents at an rsp of £1.99 - about 20p dearer than standard lines. They justify the price tag with superior ingredients, such as real ale from St Austell Brewery. Roll-out to the multiples is planned later in the summer.

The newcomers follow the launch last year of a premium deep-fill pie range.

Marketing controller Larry File said: "In the multiples, premium tiering in addition to mainstream products is an established strategy. We believe the same opportunity exists in independent stores."