Ginsters has partnered with Heinz to create a new Ginsters Limited Edition Heinz Beanz & Cheese Slice (170g), which aims to drive new shoppers into the savoury pastry category.
Ginsters’ Limited Edition Slices range has already recruited 425k new shoppers into the brand, delivering £233k of incremental spend since their launch in 2022. And with the pasties and slices category growing 6.8% YOY in volume sales, the format is primed for further growth.
The latest variant saw Ginsters chefs team up with Heinz to create the “perfect ratio of Beanz, cheese and pastry in every bite”.
The brand noted that with more than half (54%) of savoury pastry purchase decisions made in-store, the category is even more impulsive than confectionary (49%), with the new collaboration set to grab shoppers’ attention at the fixture and drive sales.
The launch of the new Ginsters Limited Edition Heinz Beanz & Cheese Slice is being supported by a social media campaign.
Sarah Babb, Ginsters Marketing Director, commented: “We are so excited to introduce our new Limited Edition Heinz Beanz & Cheese Slice. Heinz Beanz are a national treasure! Combining them with cheese and wrapping them in our perfect puff pastry is sure to delight shoppers all over the country and drive category growth. This classic, much-loved combination, now available with a twist, is set to make lunches more exciting, tasty and convenient!”
Alessandra de Dreuille, Kraft Heinz UK Meals Marketing & Commercial Director, added: “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? This collaboration is a perfect blend of two great products coming together to create a slice that’s as comforting as it is delicious. We know consumers are looking for tasty, convenient options and the Heinz Beanz & Cheese Slice is sure to become an instant classic.”
The new slice will be available from 28th March in Morrisons and then from 7th April in Tesco, Asda and Sainsbury’s with an RRSP of £1.95. Meanwhile, a 136g slice, packed with Heinz Beanz alone, will be launched into value retailers from June.
