Ginsters is reaping the benefits from switching its focus from on-the-go snacks to mealtime offerings.

Sales of Ginsters pies and slices have soared 24% to £82m [TNS] over the past year a growth that Andy Valentine, head of brand marketing, claims is down to a wider variety of family-friendly formats such as its pie range and advertising targeting housewives. "We will continue to move NPD from on-the-go to eat-at-home," said Valentine.

This week it announced it would add a Union Jack to the packaging of its individual 180g boxed pie range next month to highlight its British ingredients, as well as new Steak & Onion and Peppered Steak pies (rsp: £1.59). It is also adding Chicken and Steak & Onion lattice pies (rsp: £3) for the family meal market.

"This NPD, including the new pies, will continue to make Ginsters a great option for family friendly meals," said Valentine.