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Ginsters to re-launch chilled pies range with new packaging

Ginsters is re-launching its chilled pies range with updated recipes and a new look across three core SKUs, this fall.

The new look packaging features a gastro pub-style design with a ‘chalk board effect’ font, different product imagery and a focus on the locally sourced ingredients used to make every pie, according to fdin.org.uk.

Ginsters brand marketing head Andy Valentine said its pie range revamp has been specifically designed to build on heritage of its pastry and flavor expertise, besides catering for currently unfulfilled shopper needs.

"With our new look range we hope to drive a step change into the category, focusing on the most popular flavours and ensuring that we deliver great pies with the quality and taste that consumers associate with the Ginsters brand," Valentine said.

The range will feature British Steak, British Chicken and Peppered Steak variants in 225g pack sizes.

In line with the rest of the Ginsters portfolio, only fresh British beef and chicken were used in the range, combined with locally sourced vegetables and wrapped in Ginsters’ short crust pastry.