Savoury pastry specialist Ginsters has unveiled its new Pockets range as it looks to tap into continued growth of the grab-and-go market.
Five ‘street food-inspired’ flavours are being rolled out for the launch including Butter Chicken, Sriracha Chicken, Smoky BBQ Beef, Chinese Salt & Pepper Chicken, and Steak & Marmite with Cheese – the latter created through a partnership between the Samworth Brothers-owned bakery brand and the iconic British yeast extract spread.
The pocket-sized pastries (rsp: £1.30 | 100g) are available now at the chilled aisles of Co-op, Tesco, Sainsbury’s and Morrisons stores nationwide while Asda will stock them later in May. Developed following extensive consumer research to create the ideal snack solution, they are designed to be eaten cold, on-the-go and straight from the hand, or heated.
Ginsters noted that, with lifestyles busier than ever, 95% of UK shoppers snack and so it is no wonder the market is currently worth £15.2bn [Kantar Out of Home Usage Panel data for 52 w/e 23 February 2025]. It also highlighted that the snacking market is growing, with 73% of the consumers who snack doing so at least once a day [Mintel data 2023].
With only a 1.2% share of the snacking market accounted for by savoury pastry, Ginsters considers itself in a prime position to attract younger adults and drive growth of the category. In addition, it said it is looking to tap into growing demand for handheld snacks, which is up by 8% year-on-year to 128m occasions annually according to Kantar data from 2024 vs 2023.
“It’s such an exciting time for the Savoury Pastry category to meet consumer demand in the snacking space,” commented Stephanie Allen, Ginsters marketing manager. “With street food being such a growing trend, the Ginsters chefs have chosen five of the most exciting and tastiest recipes and we’re very proud to be leading the way for more Savoury Pastry snacking innovation to come”.
Urban Eat, a sister brand on the Samworth Brothers portfolio, unveiled a new range of sandwiches and wraps earlier this year with street food-inspired flavours such as Thai Green Chicken, a Korean Chicken, and a Chicken Shawarma.
The Ginsters Pockets range launch is being accompanied by a £350k marketing campaign including PR, shopper, paid and organic social ads featuring light-hearted content looking to demonstrate that better snacks exist. The activity will bring to life the leading role that Ginsters is taking in today’s snacking culture and the effort they make to ensure the quality, taste, and convenience of the product, said the company, adding that they are made with 100% British meat with no added artificial flavourings, colours, or preservatives.
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