Source: Ginsters

Ginsters MD Sam Mitchell said the brand wanted to ‘keep savoury pastry at the top of consumers’ minds’

Ginsters has added a duo of pastries to its lineup.

It has unveiled a new limited-edition Four Cheese & Chive Slice and a Meatball Marinara Bake. 

The slice comprises West Country cheddar, mozzarella, red leicester and soft cheese as well as potato, chives and dijon mustard, wrapped in a puff pastry casing and topped with a mature cheddar and black onion seed crumb (rsp: £1.30).

The bake, meanwhile, was designed to cash in on the growth in afternoon snacking and “responds to the pre-family lifestyle of eating at diverse times”, said Ginsters.

It contains 100% British pork and beef meatballs with melted mozarella and a tomato sauce with roast garlic, red peppers, chopped tomatoes and onion, wrapped in a light puff pastry casing and seasoned with rosemary, oregano, smoked salt, paprika and black pepper (rsp: £1).

Ginsters MD Sam Mitchell said the brand wanted to “keep savoury pastry at the top of consumers’ minds through innovative options in a flexible and affordable format, while introducing a younger market to the category”.

Indeed, the launch marks the latest in a series of NPD from the pastry brand.

Ginsters launched into bakes just last year, rolling out a quartet of SKUs inspired by North African and American fusion cuisine, offering flavours such as Mac & Cheese and Harissa Spiced Chicken. It has also revamped its vegan range, adding in September a duo of plant-based pasties, Bombay Potato & Spinach and Cajun Spiced Sweet Potato & Chickpea.

The brand’s sales fell last year, dropping 12.6% to £116.2m [NielsenIQ 52 w/e 1 January 2022].