Ginsters’ new Pocket range is designed to be eaten cold – on-the-go and straight from the hand – or heated and feature flavours inspired by popular street foods.
The range launches with five flavours – Butter Chicken, Sriracha Chicken, Smoky BBQ Beef, Chinese Salt and Pepper Chicken, and Steak and Marmite with Cheese.
Melissa Wimble, licensing manager for Marmite, commented, “We are thrilled to finally partner with Ginsters. This collaboration brings together two iconic British brands, and we can’t wait to share this exciting product we have created together.”
Marketing campaign
The brand will support the launch with a PR, shopper, paid and organic social campaign with a total investment of more than £350,000. The campaign will be designed to highlight the UK’s ‘snacking rut’ as Ginsters tries to demonstrate that ‘better snacks exist’.
Stephanie Allen, Ginsters marketing manager, added: “It’s such an exciting time for the Savoury Pastry category to meet consumer demand in the snacking space.
“With street food being such a growing trend, the Ginsters chefs have chosen five of the most exciting and tastiest recipes and we’re very proud to be leading the way for more Savoury Pastry snacking innovation to come”.
The UK snacking market is worth £15.2 billion (Kantar data) with 73% of people who snack doing so a least once a day (Mintel data). However, savoury pastry has just 1.2% of the market.
Consumer demand
This new range hoped to capitalise on growing demand from younger consumers for handheld snacks.
Ginsters new Butter Chicken Pocket and Steak and Marmite Pocket with Cheese will be available from 2 April at Coop in the front-of-store Meal Deal before rolling out the range to other retailers from 7th April.
The Sriracha Chicken, Smoky BBQ Beef and Chinese Salt and Pepper Chicken Pockets will launch in the chilled aisle in Tesco, Sainsburys and Morrisons from 7 April, followed by Asda later in May – all with an RRSP of £1.30.
Meanwhile, last month saw Ginsters collaborate with Heinz to launch a new limited-edition Heinz Beanz & Cheese Slice.
