The Creamy Tomato, Chicken & Mozzarella Slice is the latest limited-edition launch from Ginsters.
Available now at an RRP of £1.95, it is part of the supplier’s ongoing strategy of introducing fresh seasonal slice flavours that bring excitement to the food to go category.
It includes 100% British chicken cooked in a creamy sauce with tomatoes, mozzarella and basil pesto, encased in a golden baked puff pastry with a tomato and basil crumb topping.
According the supplier, the latter added £500,000 to the range’s sales during the festive period, contributing to Ginsters’ highest-ever December market share. Fifty-two per cent of sales were incremental to the category.
The supplier wants to continue give shoppers excitement for the lunchtime occasion, with 20% more in-home lunch occasions taking place than before the pandemic.
Ginsters’ limited editions have brought in more than 600,00 new shoppers and contributed 47% incremental sales growth.
Sam Mitchell, Ginsters managing director, said: “The latest launch in our limited-edition Slice range is designed to bring excitement, variety and innovation to the category and introduce new shoppers to Ginsters slices as they browse for more tempting, great value lunch options.
“We are proud that our innovation strategy has continued to grow our category and we hope that the mouth-watering new Creamy Tomato, Chicken & Mozzarella Slice will bring even more shoppers in.”
Ginsters is supporting the launch with its ‘Sow your own slice’ campaign, which gives shoppers the chance to visit its main vegetable suppliers, Hay Farm in Cornwall, and be part of its ingredient planting process.