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Ginsters has partnered with Frank’s RedHot to introduce a new limited-edition Buffalo Chicken Pocket, targeting impulse snacking occasions in the UK retail channel.

The 100g handheld pastry, featuring Frank’s RedHot Buffalo Wing Sauce, will launch in front-of-store chillers from 23 March, with an initial rollout in Co-op stores followed by wider distribution across Tesco, Sainsbury’s, Asda and One Stop, later in the year.

The launch builds on Ginsters’ Pockets range, introduced in 2025 to tap into the fast-growing food-to-go segment, where purchasing decisions are heavily driven in-store. The savoury pastry category continues to benefit from impulse dynamics, with more than half of purchase decisions made at point of sale.

The new Buffalo Chicken Pocket combines 100% British chicken with the distinctive heat profile of Frank’s RedHot, delivering a “street food-inspired” flavour in a portable pastry format. The product is free from artificial additives, colours and preservatives, aligning with ongoing demand for cleaner-label convenience foods.

The collaboration follows Ginsters’ previous limited-edition partnership with Marmite, which successfully recruited more than 60,000 new shoppers to the brand.

Stephanie Allen, Ginsters' marketing manager, said: “This partnership is sure to get tastebuds tingling. Our Pockets range is designed to deliver a convenient, satisfying snacking experience, whether eaten cold on the go or heated at home.”

Elisha Reeson, EMEA licensing lead at McCormick & Company, Frank's RedHot's parent company, added: “Our partnership with Ginsters brings the iconic heat of Frank’s RedHot to a whole new snacking format.

The product will retail at an RRP of £1.30 and remain in market for a limited one-year period.