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Savoury pastry brand Ginsters is set to transform lunchtime offerings with the introduction of its new Pastry Toastie, designed for quick heating in a toaster.

This innovative dual-category product aims to capitalise on the growing consumer demand for convenient meal solutions.

With 85.5% of UK households enjoying savoury pastries, particularly when served hot, Ginsters is strategically positioning its 130g Pastry Toasties as a go-to option for busy consumers.

The new product will be available in three enticing flavours: Smoked Ham & Cheddar, Tomato, Basil & Mozzarella, and Chicken, Pesto & Mozzarella.

Each toastie is crafted using only 100% British meat and features a crisp, golden pastry case that can be heated in just four minutes, offering a hassle-free meal solution without compromising taste or quality.

Sarah Babb, Ginsters' marketing director, said: “We are really excited to be shaking up the category and bringing our new Ginsters Pastry Toasties to market. Our Toasties are a real, category-leading innovation, and we know they will have a huge impact on both our brand and the wider category.”

The launch is particularly timely, as consumer research indicates that one in three shoppers struggle to find convenient, high-quality hot meal options.

To maximise visibility and sales, Ginsters recommends placing the Pastry Toasties in the Micro-snacking fixture, which caters to consumers seeking quick and satisfying meal solutions.

Ginsters Pastry Toastie will be exclusively launched in Tesco starting 6 October 2025, with the Smoked Ham and Cheddar variant also available in select Tesco Express stores from 10 November.

The recommended retail price is set at £2.50, making it an attractive option for cost-conscious consumers looking for quality and convenience.

Ginsters, part of Samworth Brothers, has a rich history dating back to 1967, when it began baking pasties in Cornwall. The brand prides itself on sourcing local ingredients where possible and has established a strong connection with the local farming community.