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Ginsters boss on new look and sector challenges
Published:  11 June, 2018

Ginsters of Cornwall is launching a new look as part of plans to make savoury pastries more relevant to modern consumers.

Rolling out across its range of pasties, slices, sausage rolls and savoury snacks from next month, the revamp includes a refreshed logo and a new pack design, created using a traditional wood carving technique. Packs now feature artwork highlighting Ginsters’ Cornish heritage.

The new look is being accompanied by a consumer campaign, A Taste of Cornwall, that will include a ‘consumer experience’ on London’s South Bank next month, plus social, PR and foodie-influenced activity.

Ginsters unveiled the refreshed branding at the English Football League play-off finals at Wembley Stadium over the May Bank Holiday weekend. The company sponsors Plymouth Argyle, and will be rolling out newly branded kit from the start of the 2018 season.

Ginsters is hoping the activity and recent NPD, such as its Moroccan Vegetable Pasty, will help make the savoury pastry category more relevant to consumers. It is aiming to counter consumer concerns over the quality and flavour of savoury pastry products.

Although value sales of the Ginsters brand have grown 16.1% year on year, the overall savoury pastries category has been in slight decline for a number of years, Ginsters MD Kieran Hemsworth told British Baker (see video below).

“As category leaders we will pave the way for exciting product development and innovation, bringing new audiences into the aisle,” he explained. “We are driving the category by meeting consumer demand for on-trend flavours and the latest consumer lifestyle choices.

“We are incredibly proud of our Cornish heritage, our commitment to only using British meat, and our unique taste.”