It’s been a busy spell for savoury pastry giant Ginsters, who have teamed up with two iconic heritage brands and launched a fresh snacking format designed for ultimate on-the-go convenience.
Ginsters and Heinz have collaborated on a Limited Edition Ginsters Heinz Beanz & Cheese Slice (170g). This first-ever partnership for Ginsters’ slice range is set to spark consumer excitement and draw new shoppers into the savoury pastry category.
“At Heinz, we’re always looking for new ways to bring our iconic Beanz to fans across the UK, and what better way than wrapped in Ginsters’ golden, flaky pastry?” said Alessandra de Dreuille, Kraft Heinz UK Meals Marketing & Commercial Director.
Adding to the buzz, Ginsters is also launching a new handheld Pockets range, designed for convenience and packed with street-food-inspired flavours.
Ready to eat cold, on-the-go, or heated up, the 100g Pockets come in five varieties: Butter Chicken, Sriracha Chicken, Smoky BBQ Beef, Chinese Salt & Pepper Chicken, and a special collab with Marmite – the Steak and Marmite Pocket with Cheese.
“We are thrilled to finally partner with Ginsters!” said Marmite Licensing Manager Melissa Wimble. “This collaboration brings together two iconic British brands, and we can’t wait to share this exciting product we’ve created together.”
In savoury pastry, 54% of purchase decisions are made in store, making it a highly impulsive category, even more so than confectionary at 49%. Created to perfectly meet the needs of under 35s, the new Ginsters Pockets are set to capitalise on this impulsivity and desire.
Stephanie Allen, Ginsters Marketing Manager, said: “It’s such an exciting time for the Savoury Pastry category to meet consumer demand in the snacking space. With street food being such a growing trend, the Ginsters chefs have chosen five of the most exciting and tastiest recipes and we’re very proud to be leading the way for more Savoury Pastry snacking innovation to come.”
Like the rest of the Ginsters range, the new products are made with top quality, locally sourced ingredients, and always 100% British Meat, providing real, honest, convenient food for shoppers with no added artificial flavourings, colours or preservatives.
