Ginsters Innovates with New Breakfast Roll and Butter Chicken Bake
With snacking accounting for over 13 billion consumption occasions and growing +5% since 2019[1], Savoury Pastry Category leaders, Ginsters latest product innovations are perfectly positioned to make the most of this opportunity. The two new launches – Ginsters delicious new Breakfast Roll and Butter Chicken Bake – will inspire shoppers to ‘Taste the Effort’ that goes into every Ginsters product when they launch nationwide from Monday 8th April.
With ‘convenience’ and ‘enjoyment’[2] driving consumers’ search for new snacks, the two new Ginsters launches are ready to meet this shopper demand, they are delicious to eat cold, or can be quickly heated in an air fryer to enjoy hot for the best flavour experience. These tasty new flavours will not only expand Ginsters range but help to create interest and excitement for the whole category, appealing to the 67% of shoppers who buy Savoury Pastry on impulse[3].
Ginsters Sausage Roll and Bakes ranges have delivered +15%CAGR volume growth over the past three years vs. average category decline of -1.8%[4] making the brand best placed to launch NPD into these formats and further maximise the growth opportunity.
The new launches are:
Ginsters Breakfast Roll (130g) RRP £1.50, Ginsters new Breakfast Roll is a delicious new take on a sausage roll. Packed full of quality ingredients, Ginsters expert chefs bring together favourite breakfast ingredients – smoked bacon, scrambled egg, potato, and tomato ketchup in a 100% British Pork sausage roll, all encased in golden baked puff pastry. Not only does Ginsters new Breakfast roll taste great, it also scores 18% points higher in weighted purchase intent than the next branded competitor in consumer taste testing.
Sausage rolls typically attract a younger audience who actively seek out new and interesting flavours[5]. With the rolls segment currently made up almost entirely (87%[6]) of single flavour pork rolls, this is a huge opportunity for innovation to drive category growth. And with 32% of younger audiences also buying an on-the-go breakfast a few times a week[7] the Ginsters Breakfast Roll has great potential to bring new, younger, shoppers into the category.
Ginsters Butter Chicken Bake (117g) RRP £1.50. The new Butter Chicken Bake is designed to appeal to a nation of curry lovers. Ginsters’ expert chefs use 100% British chicken cooked in a rich butter sauce with a blend of spices, coconut and lemon, encased in Ginsters signature golden baked puff pastry. Taste testers have raved about this pastry-wrapped taste sensation, which over-indexes vs category norms in both flavour and purchase intent in consumer taste testing.[8]
The Ginsters Bakes range already offers an exciting array of flavours, from Cajun Spiced Chicken and Philly Cheese Steak, to Meatball Marinara, all of which are delivered in a convenient, smaller format that can be served hot or cold, ideal for snacking. The Bakes range has delivered over 11.6k incremental shoppers to the category since its launch in September 2021[9], and with the introduction of the new Butter Chicken Bake, continues to deliver exciting new global flavours to Savoury Pastry incremental growth.
Like the rest of the Ginsters range, both new products are made with top quality, locally sourced ingredients to provide real, honest, convenient food for shoppers. No added artificial flavourings, colours or preservatives are used in either product.
Emma Stowers, Ginsters Marketing Director, commented: “We can’t wait to introduce our delicious new Breakfast Roll and Butter Chicken Bake to shoppers. These tasty new flavours will bring excitement to anyone looking for new, exciting and delicious snacks. We’re proud to continue to lead the way in Savoury Pastry taste innovation and meet consumer demand in snacking, as well as at lunch.”
[1] Kantar Usage, IH/CO occasions 52 w/e May 2023 vs May 2019)
[2] Kantar Usage, IH/CO occasions 52 w/e May 2023 vs May 2019)
[3] Shopper intelligence 2020
[4] IRI 3yr Feb 24
[5] Younger shoppers or sausage roll shoppers over index at 214 vs. category buyers for seeking new and interesting flavours, Kantar 52 w/e Jan 24)
[6] Kantar Usage, IH/CO occasions 52 w/e May 2023 vs May 2019)
[7] Kantar Usage, IH/CO occasions 52 w/e May 2023 vs May 2019)
[8] Wirral Consumer CLT testing Dec 23. Tested against an FMCG benchmark.
[9] Kantar | Ginsters Bakes x Total Savoury Pastry excl Ginsters Bakes Cross Shop | 52 e/e 3rd September 2023
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