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UK savoury pastry specialist Ginsters has launched a new limited-edition beans and cheese slice in collaboration with Heinz.

The partnership aims to capitalise on both brands' well-established identities, with a combined heritage of over 200 years. The new product features Heinz' classic baked beans, combined with cheese and wrapped up in Ginsters' puff pastry. It contains no added artificial flavourings, colours or preservatives.

Sarah Babb, Ginsters’ marketing director, said: “Heinz Beanz are a national treasure! Combining them with cheese and wrapping them in our perfect puff pastry is sure to delight shoppers all over the country and drive category growth. This classic much-loved combination, now available with a twist, is set to make lunches more exciting, tasty and convenient."

According to data from Greenshoots Research, more than half of savoury pastry purchase decisions are made in store, making the category even more impulsive than confectionery. Ginsters and Heinz aim to catch the eye of more shoppers and drive sales in the fixture with this latest launch.

Alessandra de Dreuille, Kraft Heinz UK's meals marketing and commercial director, added: “At Heinz, we’re always looking for new ways to bring our iconic Beanz to fans across the UK, and what better way than wrapped in Ginsters’ golden, flaky pastry? This collaboration is a perfect blend of two great products coming together to create a slice that’s as comforting as it is delicious."

Ginsters was founded in 1967 in Cornwall, UK, before being purchased by Samworth Brothers in 1977. It is well known for its Cornish pasties and also offers a variety of slices, bakes and sausage rolls.

The new slice will be available from 28 March at Morrisons, then from 7 April in Tesco, Asda and Sainsbury’s. Availability across other retailers will follow from June.