As the #1 Savoury Pastry brand, with over 50 years baking experience – Ginsters today reveal that plans are now in place to invest a six-figure media spend to further support their best-selling, award-winning[1] Sausage Roll. Ginsters have been crafting and perfecting the UK’s #1 single selling sausage roll for over 40 years and,, they are perfectly placed to lead the rolls subcategory.
Recent research by Ginsters[2] reveals that 76% of the population express their love for sausage rolls and one in four Brits are eating them each week, with 72% agreeing they’re an easy working from home lunch. And with a 22% increase in WFH lunches since pre-Covid, Ginsters Sausage Roll is perfectly placed to capitalise on this occasion, which is why they are on a mission to drive greater distribution in convenience and meal deals.
With 66%[3] also saying shoppers are willing to pay more for good quality, this strongly indicates why Ginsters are winning with shoppers and taste by proudly using only quality ingredients in their Sausage Roll, with 100% British Pork, combined with a distinctive blend of herbs and spices, encased in our signature golden baked light puff pastry, no added artificial flavours, colours or preservatives. Good Housekeeping awarded it as a top tasting sausage roll in 2024
When it comes to broadening appeal to a younger audience, Ginsters insights[4] also reveal that Gen Z is a generation of taste seekers, who will be experimenting with different sauces and unique eating methods. This insight inspired Ginsters to create their Breakfast Roll and more recently, the brand’s collaboration with Walker’s Extra Flaming Hot – creating a seriously spicy Ginsters Sausage Roll that sold out on TikTok in 7hrs and 30 minutes.
With more product innovation in the pipeline that meet the demands of evolving customer needs and reflect modern tastes and lifestyles, Ginsters are set to deliver even more excitement to the savoury pastry category – watch this space!
[1] Good Housekeeping Taste Approval Award
[2] Source: vypr – Ginsters H2 2022 consumer research
[3] Source: vypr – Ginsters H2 2022 consumer research
[4] Opinium research with 2,000 nationally representative UK adults (aged 18+) between 28th – 30th May 2024.
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