Ginsters introduces a new Bakes range with new flavours and snacking format


Leading savoury pastry brand Ginsters has announced the launch of its new Bakes Range, featuring flavours inspired by American and North African fusion cuisine.

Available now, the four-strong range of Bakes taps into the popularity for grazing throughout the day and on-trend world flavours, with demand for famous USA recipes up 39 per cent.

The brand said the new concept and flavours will drive trial and incrementality, attracting additional savoury pastry shoppers to the category.

The new range – perfectly sized for grabbing between meals – particularly appeals to pre-family shoppers, who are less likely to consume three large meals, instead opting to enjoy a filling pick-me-up when they are hungry, and convenience shoppers looking for easy options for on-the-go.

Made using 100% British farmed meat, no artificial colours, flavours or preservatives, the new range is delicious hot or cold and can be baked in just 15 minutes. The US and African centred flavour options include:

  • Cajun Spiced Chicken Bake (117g): 100% British chicken in a Cajun style spiced tomato sauce blended with green peppers, black beans, West Country Mature Cheddar with a hint of wholegrain mustard, wrapped in a light puff pastry. RRP: £1
  • Philly Cheese Steak Bake (117g): A simple yet delicious recipe of 100% British beef in a rich sauce with Mozzarella, mature Cheddar and full fat soft cheese, onion, red and green pepper, and mushroom wrapped in a light puff pastry. RRP: £1
  • Mac & Cheese Bake (117g): The vegetarian option in the range, macaroni pasta in a creamy West Country Vintage Reserve and mature Cheddar cheese sauce, with a hint of mustard, chives and black pepper wrapped in light puff pastry. RRP: £1
  • Harissa Spiced Chicken Bake (117g): 100% British chicken in a Harissa style sauce, with chickpeas, peppers, potato, and onion wrapped in light puff pastry. RRP: £1

“Following a raft of successful NPD, including our Ginsters Smoky Steak and GUINNESS Slice and new plant-based products, the new Ginsters Bakes Range, taps into yet another growing occasion to broaden appeal with younger, pre-family consumers and provide a pick-me up. Perfectly portioned as a light-bite between mealtimes – whenever that might be – Ginsters Bakes provide more opportunity for retailers to reach shoppers across the day,” Sam Mitchell, Ginsters Managing Director, said.