Ginsters has launched a range of pastry toasties that can be heated in the toaster in four minutes.
The new 130g Pastry Toasties come in three flavours – Smoked Ham & Cheddar; Tomato, Basil & Mozzarella; and Chicken, Pesto & Mozzarella.
Each toastie uses 100% British meat and is crafted with a combination of different pastry to give a flaky texture without the mess.
Speaking with the lead development chef for the new “hybrid” toastie creation, they explained that puff pastry alone wouldn’t have worked in the toaster due to expansion, whilst shortcrust would have been too brittle.
The launch of its toastie NPD comes as demand for quick, warm and tasty lunchtime meals picks up. Kantar data shows 85.5% of UK households enjoy a savoury pastry, particularly when served hot. However, further intel reveals that one in three are struggling to find high quality, affordable and convenient hot meal options which are super quick to prepare.1
It was therefore important to Ginsters that this innovation could be popped into the toaster for a quick, light lunchtime bite; with the team noting that many competing products are currently suitable for the oven only.
Consumer testing and research has revealed positives results, with 72% of respondents saying they thought the concept sounded new and different, 79% saying it sounded exciting, and 76% confirming they would buy them.
The bakery firm has seen both its value and volume grow over the last year (ending 30 Aug, Nielsen), up 3.6% and 1.4% respectively. Looking to expand its footprint into a new fixture, Ginsters is recommending its new launch goes into the micro-snacking aisle.
According to the team at Ginsters, the toasties use store cupboard ingredients only, appealing also to the rising demand for clean label.
The new toasties have a minimum shelf life of 6 days and can also be frozen. The range is launching exclusively into Tesco from 6 October 2025 and the Smoked Ham and Cheddar Pastry Toastie will be available in selected Tesco Express stores from 10 November, with an RRSP of £2.50.
Reference
- Mintel/Kantar/Shopper Intelligence
