Leading pastry brand Ginsters has introduced a new Limited Edition BBQ Pulled Pork Slice to broaden its reach and tap into the increase in working-from-home lunches since the pandemic.
Ginsters believes the new line’s introduction represents an opportunity to appeal to consumers seeking more variety than the traditional sandwich. It noted that its previous Limited Edition launches have attracted new, younger shoppers to the category.
The brand pointed to data showing that pasties and slices are present in 31% more occasions than five years ago, especially at midweek lunchtime, although total Savoury Pastry currently only accounts for 23% of all in-home lunch occasions.
With ‘range of flavours’ being a key reason for growth in consumption of pasties and slices, particularly for younger consumers, and cuisine-based flavours increasing in popularity by 8% in the past five years, the new Ginsters BBQ Pulled Pork Slice is pitched to attract new shoppers.
The Limited Edition BBQ Pulled Pork Slice uses British Pulled Pork, cooked in a sweet and tangy BBQ sauce, with red peppers, all encased in golden baked puff pastry with an applewood smoked crumb. Like the rest of the Ginsters range, the new Slice contains no added artificial flavourings, colours, or preservatives.
Emma Stowers, Ginsters Marketing Director, commented: “We’re excited to be leading the way in flavour innovation for Savoury Pastry. Our Limited-Edition platform is working, bringing new shoppers into the category. Consumers are looking for taste experiences and we think our newest Limited Edition, the BBQ Pulled Pork Slice, will excite those who are keen to explore different cuisines at lunchtime and offer something a bit more interesting than a sandwich.”
The Limited Edition Ginsters BBQ Pulled Pork Slice will be stocked in Tesco, Asda, Morrisons, Waitrose, Nisa and Booker from today (RRP £1.95).
