Sausage brand Wall’s is to take on Ginsters with the launch of its new savoury pastries. Its Full of Filling range will compete directly with the West country brand and target male snackers shopping in convenience stores.
Valerie Kubala, Wall’s pastry senior brand manager, said: “There is a huge opportunity for Wall’s to use its meat, quality and value credentials to reinvigorate the pastry sector with this new range.
“It has been developed to offer a quality, on-the-go product supported by the reassurance of an established brand. Consumers trust Wall’s and know it will deliver on quality and value.”
The 12 new products are: sausage roll, two pasties (large Cornish; onion and cheese); five slices (ham and cheese; chicken and mushroom; peppered steak; chicken and bacon slice; chicken tikka) and four pies (individual pork pie, individual pork and pickle pie, two snack pork pie and scotch egg).
Wall’s made its first foray into pastry products last year when it launched the Stroller - sausage meat wrapped in pastry - in three varieties including one topped with cheese.