Ginsters is dropping its reduced fat and calorie olive oil Deli Bake brand, which it launched last year, in favour of a new range of bakes after discovering that health is not high on its core customers’ agendas.
The brand, a favourite among students and lorry drivers, is instead launching Chicken & Mozzarella and Ham & Mozzarella bakes (rsp: £1.49 for 175g) on September 27.
Chicken & Mozzarella has a tomato and basil sauce with mozzarella cheese and
pepperoni, and Ham & Mozzarella is made using cream, mozzarella, tomatoes and Provençal herbs.
Both will continue the Mediterranean theme of the Deli Bake products, being made from olive oil flaky pastry.
Ginsters launched Deli Bake as a healthier sub-brand in September last year in chicken & bacon and pepper steak with cheese varieties, containing less saturated fat, salt and fewer calories than Ginsters’ standard pastry products.
Head of marketing Andy Valentine said: “We have dropped the calorie claim as it is not what people come to the Ginsters brand for.”