Ginsters of Cornwall has reformulated its award-winning Moroccan Vegetable Pasty as the brand’s first-ever vegan product.
Rolling out to Asda, Morrisons and Tesco this month (rsp: £1.60), the puff pastry pasty contains butternut squash, chickpeas, roasted red piquanté peppers and Moroccan spices, including harissa and chermoula paste.
The brand is aiming to tap the growing vegan food market, which was estimated to be worth £310m last year [Kantar], and has brought a raft of vegan launches including Greggs’ sausage roll and pasties from Proper Cornish.
“As the nation’s favourite savoury pastry brand, it’s essential we are part of the vegan conversation, strengthening our product offering to both retailers and shoppers,” said Ginsters managing director Kieran Hemsworth.
“As food retailers expand their plant-based options for existing and new consumers, we want to support retailers in bringing even more choice to the category, with quality high on the agenda.”