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UK-based pasty maker Ginsters has launched its latest limited-edition product: the BBQ Pulled Pork Slice. This new offering is designed to attract younger consumers and diversify lunchtime options in response to the significant increase in work-from-home (WFH) meals. With 51.2 million lunches consumed daily in the UK and a 22% increase in WFH lunches since pre-Covid times, there is a growing demand for alternatives to the traditional sandwich. Ginsters sees the introduction of its new BBQ Pulled Pork Slice as an opportunity to tap into the impulsive nature of the savoury pastry market and attract new, younger shoppers. Over the past five years, Ginsters says the consumption of pasties and slices has increased by 31%, particularly during midweek lunchtimes. Despite this growth, savoury pastries currently account for only 23% of all in-home lunch occasions. The key to this growth lies in the variety of flavours, which has been a significant driver of consumption, especially among younger consumers. Cuisine-based flavours have seen an 8% rise in popularity over the same period. Ginsters launched its Limited Edition platform in 2022 to regularly introduce exciting new flavours, offering consumers quick, easy and delicious lunch options. Since then, the brand has released two limited-edition slices each year, including popular flavours such as Four Cheese & Chive, Cauliflower Cheese, Creamy Tomato, Chicken & Mozzarella and Chicken Fajita Slice. This initiative has driven £445,000 in incremental spending and attracted over 600,000 households, with a notable 29% of Chicken Fajita Slice buyers being younger, pre-family shoppers. Created by Ginsters' chefs, this new slice features 100% British pulled pork cooked in a sweet and tangy BBQ sauce, combined with red peppers and encased in golden puff pastry topped with an applewood smoked crumb. As with the rest of the Ginsters range, it contains no added artificial flavourings, colours or preservatives. Emma Stowers, marketing director at Ginsters, said: “We’re excited to be leading the way in flavour innovation for savoury pastry. Our Limited-Edition platform is working, bringing new shoppers into the category.” She added: “Consumers are looking for taste experiences and we think our newest Limited Edition, the BBQ Pulled Pork Slice, will excite those who are keen to explore different cuisines at lunchtime and offer something a bit more interesting than a sandwich.” The new slice is now available in Tesco, Asda, Morrisons, Waitrose, Nisa and Booker, with a recommended retail price of £1.95.