s launching a new range of microwaveable snacks under its new H+EAT sub-brand, to reinvigorate the savoury pastry category and bring new, younger consumers into the sector.The H+EAT range is made with freshly baked bread dough and its’ recipe is designed to be microwaved to perfection in just 90 seconds, to provide a quality, hot snack on the go or in the home.
The H+EAT range contains fresh British ingredients.
The launch is part of Ginsters’ drive to reinvigorate the savoury pastry category with news and innovation aims to attract a new, younger consumer to the sector.
Qualitative and quantitative research through Thrive and One Poll, conducted ahead of the launch, indicated that consumers were looking for more quality products that they could ‘grab and go’ and H+EAT was identified as filling that gap.
The unique bread dough recipe used in H+EAT offers a choice to consumers who would like an alternative to savoury pastry.
The H+EAT core range comprises a Hot Pepperoni Twist, a Ham & Cheese Twist, a Hot Dog with Ketchup and Onions and a Hot Dog with Mustard and Onions (all RSP £2.29), plus a Burrito (RSP £3.49).
Linda Evans, sales & marketing director said:
“We are delighted to be launching our H+EAT range of products, which have researched extremely well with consumers.
“In One Poll Research, H+EAT had the highest levels of appeal and purchase intent compared to other microwaveable snack brands.
“Consumers loved the look and feel of the branding and the reassurance that the Ginsters brand brings in terms of quality, taste and satisfaction.
“We see this as just the start of establishing a microwaveable sub-brand for Ginsters, allowing for future product extensions under the H+EAT brand going forward.”
H+EAT will be supported by a wide reaching consumer communications programme encompassing PR, social media and radio coupled with extensive in-store merchandising, POS and retail media.
The launch will also benefit from Ginsters’ new TV campaign which has been on air since the middle of February reaching 85% of the adult population with eight opportunities to see during the campaign period.
A specially designed H+EAT Station incorporating the latest microwave unit and display fridge is available for convenience and impulse stores to purchase together with a full suite of eye-catching POS and merchandising material offered as part of Ginsters’ support for its customers.
