Ginsters has hailed a “lunchtime revolution” with the launch of Pastry Toastie – a three-strong range of square pasties designed to be heated in a toaster.
Smoked Ham & Cheddar; Tomato, Basil & Mozzarella; and Chicken Pesto & Mozzarella (rsp: £2.50/130g) are the result of almost three years’ development. They were designed to provide “a top-quality, quick, tasty and hot lunchtime meal without compromising on quality”, said Ginsters.
Featuring 100% British meat, the “game-changing” lineup is made from a unique type of pastry that goes golden brown in four minutes on a toaster’s highest setting, without leaking. Each Pastry Toastie is also suitable for air-frying and sports a diagonal ‘Breville mark’ for easier slicing.
The new range will be available exclusively from Tesco from 6 October, while Smoked Ham & Cheddar will be found in selected Tesco Express stores from 10 November.
Ginsters recommends that Pastry Toastie be merchandised in the microwave snacking fixture – “a key destination for shoppers on a mission to find hot and tasty meal solutions with ease”.
The lineup comes after Ginsters research found 72% of Brits had used a toaster to heat something other than bread – including fish fingers, pizza and even spaghetti bolognese.
Pastry Toastie was “shaking up” the savoury pastries market, said Sarah Babb, Ginsters marketing director. The launch was “a real, category-leading innovation” and would “have a huge impact on both our brand and the wider category”.
It will be supported by a £650k spend across social and OOH in selected major cities.
Ginsters grew its value sales 11.4% last year to £155m, shifting an extra 10.2 million packs [NIQ 52 w/e 31 December 2024].
In April, it added Pockets, an on-the-go snacking range inspired by street food. Butter Chicken, Sriracha Chicken, Smoky BBQ Beef, Chinese Salt & Pepper Chicken and limited-edition Steak & Marmite With Cheese can be eaten hot or cold.
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