Rowe’s the bakers has started supplying supermarkets in the south-west with the first individually hand-crimped frozen pasty for customers to bake at home. The Rowe’s branded product, in a traditional steak flavour, has been launched in 36 Sainsbury’s and 25 Morrisons stores this October.The Cornish-based baker said the hand-crimped pasty marks a new concept that combines the company’s reputation with craft baking, with the convenience needs of consumers.
The bakery, which already hand-crimps 50,000 pasties per day, will be increasing production by another 5,000 pasties a week in order to meet expected demand.
“The traditionally underperforming frozen bake-off market is now experiencing something of a resurgence,” explained Paul Pearce, marketing manager at Rowe’s.
“We’re delighted to be first-to-market with a product that reflects our company values while giving the consumer a convenient take-home product that can be transferred from the freezer at the supermarket to the freezer at home.”
The pasties will be available in packs of two and priced at £2.49.