Ginsters Launches Toaster-Ready Pastry Toasties Exclusively at Tesco

Ginsters is launching a new range of Pastry Toasties, a savoury pastry product designed to be heated in a toaster in just four minutes, available in three flavours: Smoked Ham & Cheddar, Tomato, Basil & Mozzarella, and Chicken, Pesto & Mozzarella. The 130g toasties aim to meet consumer demand for a quick, tasty, and hot lunchtime meal without compromising quality, featuring a crisp golden pastry case and fillings made from 100% British meat. The product will be launched exclusively at Tesco supermarkets starting October 6, with the Smoked Ham & Cheddar variety rolling out to Tesco Express stores from November 10, retailing at £2.50 each. Ginsters recommends retailers stock the toasties in micro-snacking fixtures, targeting shoppers looking for convenient hot meal solutions. The launch is supported by a bold, high-impact campaign from TBWA\\London, which highlights the revolutionary nature of the product with playful messaging encouraging consumers to "become the first person in history to put pastry in a toaster." Marketing director Sarah Babb emphasized that the Pastry Toasties will appeal to people working from home, families, and younger shoppers, expecting the innovation to have a significant impact on the brand and the wider savoury pastry category.