Source: Ginsters

It will roll out from 3 January to cash in on Veganuary

Ginsters has added a new limited-edition Creamy Garlic Mushroom Slice to its range of vegan pastries.

The NPD comprises sliced white and chestnut mushrooms in a vegan cream and white wine sauce with roasted garlic purée, coconut milk, potato, onion and herbs, inside a puff pastry case (rsp: £1.70).

It will roll out from 3 January to cash in on the upcoming Veganuary campaign.

The slice “responds to the demand for more choice, while reinforcing to shoppers that Ginsters is the category leader, harnessing trends and bringing new flavours and formats to the category”, said Ginsters MD Sam Mitchell.

Savoury pastry was “an impulsive category and limited-edition recipes play into this, delivering different flavours to maintain consumer interest and engagement”, he added, highlighting the “success” of previous limited-edition launches such as its recent festive slice. 

It marks the latest in a series of launches from the brand in 2021.

October, for instance, saw it roll out a quartet of slices inspired by American and North African fusion cuisine, with flavours such as Philly Cheese Steak and Harissa Spiced Chicken.

Prior to that, in September, it revamped its vegan range and added a duo of new plant-based pasties: Bombay Potato & Spinach and Cajun Spiced Sweet Potato & Chickpea.