Ginsters to Launch New Limited Edition Buffalo Chicken Pocket with Frank’s RedHot Buffalo Wing Sauce
Ginsters, the number 1 brand in Savoury Pastry, has teamed up with the world’s number 1 Hot Sauce brand[1], Frank’s RedHot, to bring a new flavour sensation to front of store snacking. The Ginsters Limited Edition Buffalo Chicken Pocket with Frank’s RedHot Buffalo Wing Sauce (100g) will be spicing up front of store chillers from 23rd March, so Frank’s and Ginsters fans can enjoy the much-loved sauce on the go.
Ginsters launched their handheld Pockets in March 2025 to capitalise on the desire for impulsivity in snacking. This reflects the fact that 54% of savoury pastry purchase decisions are made in store, making it an even more impulsive category than confectionary at 49%[2]. Lifestyles are busier than ever, and the snacking market is worth a huge £15.2billion[3] with nearly three quarters (73%)[4] of people who snack doing so at least once a day. Ginsters Pockets, packed full of street-food flavours, have made a big impact since launch, recruiting 810k [5] new shoppers to the category. In the front of store, Ginsters are seeing double the growth of total Savoury Pastry and are the brand driving the most actual sales to the front of store area[6] bringing in new, younger consumers.
In a continuation of Ginsters Limited Edition strategy, the new collaboration with Frank’s RedHot follows a phenomenal partnership with Marmite, that has brought over 60k new shoppers to the brand[7] since launching in March 2025. This latest brand partnership will be supported with a £220k investment across social media, PR and shopper marketing, alongside social support from Frank’s across Instagram and Tiktok, helping to amplify launch content and drive engagement.
Packed with 100% British chicken and made with no additives, artificial colours or preservatives, the new Limited Edition Buffalo Chicken Pocket with Frank’s RedHot, delivers the perfect blend of flavour and heat in pastry form and is set to drive incremental growth for the category amongst under 35s, the UK’s most prolific snackers[8]. The bold new flavour will tap into shopper desire for exciting new flavour combinations and stand out in the impulsive front of store snacking space.
Stephanie Allen, Ginsters Marketing Manager, commented: “A partnership between Britain’s Biggest Pastry Brand[9] and the no.1 hot sauce brand in the world[10], Frank’s RedHot, is sure to get tastebuds tingling. Designed to be eaten cold on-the-go or heated in the air fryer for 7-10 minutes – our new Pockets deliver a satisfyingly convenient, pocket-sized pastry experience. Ginsters Pockets have already started making waves in the front of store snacking space, and we’re confident this exciting new collaboration will make real impact and attract new, younger, savoury pastry shoppers into the category.”
Elisha Reeson, EMEA Licensing Lead at McCormick & Company, added: “Our new partnership with Ginsters celebrates the perfect fusion of heat, flavour and pastry craft. By teaming up with the UK’s leading savoury pastry brand, Frank’s RedHot – the No.1 buffalo wing hot sauce, brings its iconic, flavour-packed heat to a whole new snacking occasion. Together with Ginsters, we’re delivering a bold, taste-packed snack that’s set to excite shoppers and drive category growth.”
The new Limited Edition Frank’s Buffalo Chicken Pocket (RRSP £1.30) will be available for one year and is launching into Co-Op from 23rd March and are rolling out to Sainsbury’s, Tesco, Asda and One Stop during April and May.
[1] Source Euromonitor International Limited; based on custom research conducted
September 2025 for volume sales (ounces/ml) in 2024 through all retail channels. Hot sauce defined as spicy table sauce/condiment made from chilies and excludes chili paste, chili oil and dried chili powder/flakes
[2] Greenshoots, Savour Pastry Shopper Research, May 2024. Planned vs. instore decisions.
[3] Kantar Out of Home Usage Panel – 52 w/e 23rd February 2025
[4] Mintel 2023
[5] Kantar 52w/e January 2026
[6] Nielson, Sales Units 52w/e 25/01/25
[7] Kantar World Panel 52w/e 28 Dec 2025
[8] Circana 52we 25/01/2025 | Kantar 52we 26/01/2025 | Samworth Brothers Research 2024
[9] The Grocer, Britain’s Biggest Brands 2025; NIQ Retail Measurement – Savoury Pastry Value Sales 52w/e 27/12/25
[10] Source Euromonitor International Limited; based on custom research conducted
September 2025 for volume sales (ounces/ml) in 2024 through all retail channels. Hot sauce defined as spicy table sauce/condiment made from chilies and excludes chili paste, chili oil and dried chili powder/flakes
Comments are closed.