Ginsters has launched ‘Pockets’, a savoury pastry range based around street-food flavours that is designed to be eaten on the go.
As one of the fastest-growing brands in the snacking arena, Ginsters noted that it is ideally positioned to tap into the growing consumer demand for handheld snacks (+8%). Created to meet the needs of under 35s, the UK’s most prolific snackers, the new Ginsters Pockets are expected to drive “younger, flavour-hungry shoppers” into the category and build consumer excitement.
Designed to be eaten cold, on-the-go, and straight from the hand, Ginsters 100g Pockets are available in five flavours: Butter Chicken, Sriracha Chicken, Smoky BBQ Beef, Chinese Salt & Pepper Chicken, as well as a collaboration between two of the nation’s best-loved brands with the Steak and Marmite Pocket with Cheese.
The Steak & Marmite Pocket with Cheese and the Butter Chicken Pocket will be positioned in-store as an anytime snack within food-to-go meal deals, which is a core area of growth for Ginsters, having already attracted over 314k shoppers in the last year through expansion in this space.
The launch of the Pockets range will be supported by a PR, shopper, paid and organic social campaign with a total investment of over £350,000. The campaign will be designed to highlight the UK’s snacking rut and use light-hearted content to demonstrate that better snacks exist.
Like the rest of the Ginsters range, the new products are made with quality, locally sourced ingredients, with no added artificial flavourings, colours or preservatives
Stephanie Allen, Ginsters Marketing Manager, commented: “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”.
Ginsters new Butter Chicken Pocket and Steak & Marmite Pocket with Cheese are now available at Co-op as part of its Meal Deal, with a wider rollout to other retailers underway. The Sriracha Chicken, Smoky BBQ Beef and Chinese Salt & Pepper Chicken Pockets will launch in the chilled aisle in Tesco, Sainsbury’s and Morrisons from this week, followed by Asda later in May – all with an RRSP of £1.30.
