The microwavable snacks market is heating up this month as Ginsters has announced the roll out of its new H+Eat sub-brand.

The five-strong range comprises a Hot Pepperoni Twist, a Ham & Cheese Twist, a Hot Dog with Ketchup & Onions and a Hot Dog with Mustard & Onions, which have an RRP of £2.29, and a Chicken Burrito, RRP £3.49. Made with freshly-baked bread dough and designed to be microwaved in 90 seconds, the range taps into trends for American flavours and Italian-inspired food.

The heat and eat products will be supported by a £4m campaign encompassing PR, social media and radio, as well as in-store merchandising and PoS.  They will also benefit from Ginsters’ TV campaign, which has been airing since February.

Ginsters is expecting H+Eat to reinvigorate the savoury pastry category and bring new, younger consumers into the sector.

Jo Hartop, head of corporate & trade communications, said the range was created to grow sales in the whole category.

“They are very low in terms of cannibalising sales of any of our other products,” she said. She added that the company was looking into introducing price-marked packs to help retailers drive trial with customers.