Ginsters is extending its reach in the pastry products market with its first foray into hot meals.
Best known for its Cornish pasties and slices, the white van man’s favourite snack brand is heading for the dinner table in the form of three individual deep-filled pies.
Available in steak, roast chicken and steak & mushroom in 250g portions (rsp: £2.29), the chilled shortcrust pastry pies can be eaten cold, but have been created primarily for hot consumption to move Ginsters into the meals category.
Unlike its other products, which are mainly sold in convenience stores, petrol stations and supermarkets, the pies will predominantly be
available in the multiples, although some will also be sold in larger petrol stations.
Ginsters believes its name will give it the edge in a pie category that is dominated by own label and that it will encourage people to trade up.
“We’ve brought new consumers into the pasties category and now is a good time to test Ginsters in the pie sector,” said Larry File, marketing controller for Ginsters.
“Hot pies is a big market but growth is sluggish. There are signs of strong consumer interest in premium boxed pies, and there is an absence of brands.”
The pies are being launched this week into 350 Sainsbury stores, with a nationwide launch into Tesco, Morrisons and Somerfield on September 14.
File said the company was looking for first-year sales of £10m-£15m, and that if the pies proved to be a success the company would move into more product areas.
“The Ginsters brand has a lot more potential. There’s a lot riding on this launch and it will give us some experience while we look to expand,” he said.
Jordans is getting back to nature with the second burst of its TV ad for Frusli cereal bars, on air from Monday (August 22). The ad focuses on the great British countryside, with pastoral shots of the sun rising over a field of corn, flowers opening up for pollination and butterflies landing on raspberries to highlight the natural content. The final image reveals a pack of Frusli bars growing out of the ground.
Stefan Chomka