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Ginsters enters frozen aisle with classic pasties

Cornish pasty producer Ginsters is to launch a bake-from-frozen range with two classic flavours.

Available in Cornish Pasty and vegetarian Cheese & Onion variants, the pasties come in four-packs with an rsp of £3.00. The Cornish ones launch into Tesco stores nationwide from tomorrow (13 April) while the Cheese & Onion ones will be available in Asda from 28 June.

Ginsters said the new range would help drive brand growth within the frozen savoury pastry category, which is currently worth £179.1m [Kantar 52 w/e 24 March 2019].

“The frozen aisle has seen a huge revival in recent months – consumers are getting busier than ever and having access to great-tasting meals that they can keep in their freezer and cook at the end of the day is key. Our new frozen range answers this need, delivering a taste that consumers love, in a format that’s simple and convenient,” said Kieran Hemsworth, managing director of Ginsters.

“Our own insight shows that over two-thirds of consumers would purchase a Ginsters Frozen Pasty if available, so we are confident that our latest addition will be an instant hit – encouraging more consumers to eat Cornish Pasties and to choose products from the frozen food aisle.”

Ginsters has been diversifying its portfolio in recent years, opening the first ever Ginsters Pasty store last year in Newbury, Berkshire. It has also rolled out bite-size sausage rolls and pasties to tap into demand for savoury snacking and unveiled low-fat and vegetarian options.


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