Ginsters goes after the snack and share market

07 May, 2010
Page 8 

Ginsters aims to drive forward growth in the snacking and sharing occasion with the launch of new savoury products in time for summer. The Cornish firm has also made further investments in automation at its Lynher bakery in Callington in order to increase production at the site, and has just completed the commission of a Schubert pick-and-place machine an investment of £1.2m.

Head of brand marketing Andy Valentine said the bakery was due to hit total capacity of a record four million units per week, in the next couple of weeks.

With the aim of invigorating the 'pie and savoury snacks' category, Ginsters has initiated a full strategy review of the category and has already identified 'snacking and sharing' as the biggest occasion predominantly driven by pork pies, said customer marketing controller David Bacon.

The new products are very much targeted towards the impulse sector. Launched at the end of April, the line-up comprises: two-pack snack Original Cornish pasties; two-pack Mini Ploughmans Pork Pies; two-pack sausage rolls; and a Sweet Chilli bar, made using British pork sausage meat and a bespoke sweet chilli sauce. A Meat Feast Slice is also available, containing smoked ham, pork, beef meatballs, pepperoni, chicken and cheese in a tomato sauce.

Brand communications manager Larry File said Ginsters would be evolving the 2008/09 message of local ingredients in 2010 and that the firm expected to buy a record £12m-worth of fresh ingredients from local farms this year. Ginsters has also just launched its biggest on-pack promo 100 Days of Summer, teaming up with the Merlin Entertainments Group to offer two-for-one vouchers for attractions including Alton Towers.





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