Ginsters has unveiled the Cornish Handcrafted range – the savoury pastry leader’s “most premium pasties yet” it said.
Two hand-crimped SKUs will be available in Tesco from Monday (3 June) with an rsp of £2.25 – more than 40% more expensive than a standard Ginsters pasty.
Cornish Pasty and Chicken, Chorizo & Cornish Gouda Pasty were created in collaboration with Chris Eden, head chef at Cornwall’s Michelin-starred restaurant Driftwood. Both are made from 100% British farmed meat and include vegetables grown at Hay Farm on Cornwall’s Rame Peninsula, 15 miles from the Ginsters bakery in Callington.
The launch would help Ginsters “penetrate new audiences, further strengthen its dominant foothold in the food-to-go market, and drive growth within the savoury pastry category” it said.
The new duo came in response to shoppers “rightfully questioning why there is no premium offering within the food-to-go environment” said Ginsters marketing director Mike Smith.
“Our Cornish Handcrafted range meets consumer demand for wider variety combining both traditional methods and contemporary flavours.”
Earlier this month, Ginsters relaunched its Moroccan Vegetable Pasty after making it vegan – and in April, the brand made its debut in the frozen aisle with four-packs of Cornish Pasties and Cheese & Onion Pasties (rsp: £3/4x180g).
Ginsters saw its value grow by 6.2% last year to £114.8m [Nielsen 52 w/e 29 December 2018], having added meat-free and world food-inspired lines, and put greater emphasis on its Cornish heritage.
No comments yet