STORY: Ginsters expansion to plant-based range

As the trend for plant-based diets continues to boom, Ginsters - the UK’s number one savoury pastry brand - has extended its range of meat-free recipes by introducing the Ginsters Vegan Creamy Garlic Mushroom Slice (170g), RRP £1.70 - just in time for Veganuary.

Available nationwide from 3rd January 2022, the limited-edition slice launches when consumer interest and participation in flexitarian diets is at its highest. With two thirds of the UK population reducing their meat intake and expanding their non-meat repertoire Veganuary 2021 saw a 50% year-on-year growth in consumers taking part, with vegan savoury pastry category growing at 32 times the speed of the wider category.

The must-try slice, widens Ginsters’ meat-free range to seven recipes, complementing the success of Ginsters’ trio of Plant-Based Pasties and spreading the brand’s vegan offering across a range of savoury pastry subcategories. As well as bringing choice and interest to different meal occasions, Ginsters’ plant-based range offers a convenient meat-free alternative, appealing to pre-family consumers who over-index in plant-based savoury pastry.

Ginsters’ new Vegan Creamy Garlic Mushroom Slice combines quality ingredients with 50 years of Cornish baking expertise to give Veganuary shoppers a quick and easy meal solution with the credibility of the category leading brand. The limited-edition status of the slice adds energy to drive consumer interest and purchase – a format that follows hot on the heels of the limited-edition Ginsters Festive Chicken & Stuffing Slice, and Ginsters Smoky Bonfire Pasty.  

The plant-based innovation is made with sliced white and chestnut mushrooms brought together in a vegan cream and white wine sauce with roasted garlic puree, coconut milk, potato, onion, and herbs. The filling is wrapped in a light puff pastry with a hint of lemon zest to finish. 

Commenting on the launch Sam Mitchell, Ginsters’ Managing Director, said: “As consumers look to a healthier start to the year, and interest in reducing meat heightens, we want to ensure we’re offering something that meets every meal occasion. Our latest vegan launch responds to the demand for more choice, while reinforcing to shoppers that Ginsters is the category leader, harnessing trends and bringing new flavours and formats to the category. 

“Savoury pastry is an impulsive category and limited-edition recipes play into this, delivering different flavours to maintain consumer interest and engagement – as the success of our limited-edition festive slice shows. Our Vegan Creamy Garlic Mushroom Slice kicks off 2022 by bringing something new to Veganuary with try-it-while-you-can excitement.”

Ginsters vegan products have increased sales by £2.2m vs LY and have 22% share of the total vegan savoury pastry category.