Ginsters is set to disrupt the savoury pastry category (again) with the launch of its new pastry toasties range.
Designed to be heated in the toaster in four minutes, the new 130g toasties are available in three flavours – Smoked Ham & Cheddar; Tomato, Basil & Mozzarella; and Chicken, Pesto & Mozzarella.
With a £2.50 price tag per toastie, the range is being launched exclusively into Tesco on 6 October. Additionally, the ham and cheese variety is getting rolled out at Tesco Express stores from 10 November.
The launch is being supported by a £650k campaign across both OOH and social channels, which went live on 22 September, runs for the next two weeks, and is expected to reach 70% of all adults. Support for the new range is to continue in H1 2026 including featuring on TV too, said the company.
Ginsters noted the toasties are aimed at meeting growing consumer demand for a top quality, quick, tasty and hot lunchtime meal without compromising on quality. They feature a crisp, golden baked pastry case and savoury fillings including 100% British meat which can be quickly heated in the toaster for maximum flavour, with no mess and no hassle, it added.
The Samworth Brothers-owned brand pointed to Kantar data for 52 weeks ending 10 August 2025 that found 85.5% of all UK households enjoying savoury pastries, the majority loving them most when served hot.
Retailers are recommended to stock the new toasties in their micro-snacking fixtures – ie. chillers with items to be heated in the microwave or air fryer – which Ginsters described as a key destination for shoppers on a mission to find convenient hot meal solutions.
Consumer product panels conducted on behalf of the company by Wirral Sensory Services had 72% of respondents thinking the concept sounded new and different, 79% saying the product sounded exciting, and 76% confirming they would buy them incrementally to their favourite savoury pastry products.
“We are really excited to be shaking up the category and bringing our new Ginsters Pastry Toasties to market,” commented Sarah Babb, Ginsters marketing director. “Our Toasties are a real, category leading innovation and we know they will have a huge impact on both our brand and the wider category.
“Ginsters Pastry Toasties will appeal to people working from home, families and new, younger shoppers, looking for a top quality, tasty and quick and easy hot lunch,” added Babb.
Back in April, Ginsters unveiled a new Pockets range in five ‘street food-inspired’ flavours as it looked to tap into continued growth of the grab-and-go market.
The brand enjoyed a record year of value (+3.6%) and volume (+1.4%) growth in 2024 versus the year prior [Nielson data for 52w/e 30 August 2025]. This was highlighted in Samworth Brothers’ full-year financial results, which reported a record amount of investment and an extension of net debt up to £190m.
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