The Cornish company revealed the seven new impulse lines this week and warned that suppliers and retailers needed to work together to ignite growth in a category that "had not been leveraged enough."
"We're a big category but the danger is we get forgotten," said Andy Valentine, head of brand marketing at Ginsters. "Retailers have described it as traditional fare, which is hardly forward thinking it's a potential source of massive growth. We need to call out some cues like the Red Tractor and Freedom Food. There's quite a lot that the category can do," he added.
In a bid to excite the chilled pies and savoury snacks category, which has seen sales rise 2.2% over the past year to £1.06bn [Nielsen 52w/e 20 March], and tap into the approaching picnic season, Ginsters is making its debut in snack-size Cornish pasties (rsp:£1.29). The NPD will line up alongside two-packs of mini ploughmans pork pies and sausage rolls (rsp: both £1.49) and a sweet chilli bar (rsp: £1.59), made from pork sausagemeat in breadcrumbs filled with sweet chilli sauce. It is also expanding its wraps range with BBQ Beef and Fiery Cheese variants and a revamped Southern Style Chicken flavour (rsp: £3.39).
"Savoury wraps is an area we're keen to develop given the continued popularity of the format," said Valentine.
Ginsters is carrying out a strategic review of the savoury pies and snacks category, which will be announced in coming weeks.