Ginsters make pledge to veg with expansion of plant-based range

As the trend for plant-based diets continues, savoury pastry brand Ginsters has extended its range of meat-free recipes by introducing the Ginsters Vegan Creamy Garlic Mushroom Slice (170g), RRP £1.70 – just in time for Veganuary.

Available nationwide now, the limited-edition slice launches when consumer interest and participation in flexitarian diets is at its highest. With two thirds of the UK population reducing their meat intake and expanding their non-meat repertoire Veganuary 2021 saw a 50 per cent year-on-year growth in consumers taking part, with vegan savoury pastry category growing at 32 times the speed of the wider category.

The plant-based innovation is made with sliced white and chestnut mushrooms brought together in a vegan cream and white wine sauce with roasted garlic puree, coconut milk, potato, onion, and herbs. The filling is wrapped in a light puff pastry with a hint of lemon zest to finish.

“As consumers look to a healthier start to the year, and interest in reducing meat heightens, we want to ensure we’re offering something that meets every meal occasion," said Ginsters MD Sam Mitchell. "Our latest vegan launch responds to the demand for more choice, while reinforcing to shoppers that Ginsters is the category leader, harnessing trends and bringing new flavours and formats to the category.

“Savoury pastry is an impulsive category and limited-edition recipes play into this, delivering different flavours to maintain consumer interest and engagement – as the success of our limited-edition festive slice shows. Our Vegan Creamy Garlic Mushroom Slice kicks off 2022 by bringing something new to Veganuary with try-it-while-you-can excitement.”

Ginsters vegan products have increased sales by £2.2m vs LY and have 22 per cent share of the total vegan savoury pastry category