The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

British savoury pastry brand Ginsters has introduced a new limited-edition BBQ Pork Sausage Roll product, inspired by classic American barbecue flavours.

The roll combines 100% British pork, mature cheddar cheese and a blend of herbs and spices with

sweet and smoky barbecue sauce, encased in Ginsters’ signature puff pastry.

Ginsters said the launch is the first in a series of new world flavour innovations, designed to attract new shoppers to the savoury rolls category by putting a flavourful, global-inspired spin on the classic favourite. It responds to Vypr research showing that 68% of consumers expressed interest in trying new sausage roll flavours.

Like all Ginsters products, the new BBQ Pork Sausage Roll is made with no added artificial colours, preservatives or flavours.

The new roll is available in two different pack sizes, a 130g format featured in the savoury pastry fixture and a 100g format stocked in the chilled food-to-go area.

Stephanie Allen, marketing manager at Ginsters, said: “Ginsters Rolls have won blind taste tests vs supermarket competitors for the past two years, and we know our new Limited Edition BBQ Pork Sausage Roll will set tastebuds tingling too, driving excitement and buzz in the category.”

Ginsters BBQ Pork Sausage Roll is now available in 100g format (RSP £1.30) at Morrisons and launches into Asda from 17 May. The 130g format (RSP £1.50) is also now available at both Sainsbury’s and Morrisons.