The company, which is best known for its hearty pastry products, such as sausage rolls and Cornish pasties, as well as deep-fill sandwiches and rolls, has made the unlikely move into fresh fruit in a bid to offer a more balanced selection of lunchtime snacks to hungry travellers.
Positioned alongside its more familiar pastry-based products, the company's Fruit Snack Pack contains a selection of fresh grapes, melon and pineapple slices. The bagged product even comes with a tray to sit easily on the dashboard and make it easier to eat while in transit.
Each bag weighs in at a hefty 190g, with a retail price of around £2.99, and counts towards two of the recommended five portions of fruit and veg a day. The product is being rolled out into Shell service stations.
Ginsters has made a number of attempts to crack the healthy eating lunchtime market, although fruit is an unlikely departure for the brand, which has built its reputation on providing filling products. In September 2004 it launched a reduced fat and calorie sub-brand called Deli Bake, but replaced it late last year with chicken & mozzarella and ham & mozzarella bakes. At the time, head of marketing Andy Valentine said that the typical Ginsters consumer was not interested in healthy eating.
It also recently launched a deep-fill hot pie in steak, steak & mushroom and chicken variants.
However, the Fruit Snack Pack could prove a good move, as sales of fresh fruit are experiencing strong growth. According to TNS, sales of tropical fruit increased by 8.7% in the year to 23 April 2006.