• Product: Ginsters Limited Edition BBQ Pulled Pork Slice
• Supplier: Ginsters
• RRP: £1.95
• Available from: Booker, Nisa

Ginsters has launched a BBQ Pulled Pork Slice, its latest limited-edition launch.

The new flavour, which contains British pulled pork in a BBQ sauce with red peppers encased in puff pastry with an applewood smoked crumb topping, is available to convenience retailers via Booker and Nisa.

Its launch comes as the supplier looks to capitalise on the increased presence of savoury pastries and slices at lunchtime occasions, up by 31% compared to five years ago.

Additionally, work-from-home (WFH) lunches are up by 22% compared to pre-Covid.

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Since launching two new limited-edition Slices per year from May 2022, the launches have driven £445,000 in incremental spend and have brought younger shoppers into the category, as they are interested in a wider range of flavours than traditional consumers.

Emma Stowers, Ginsters marketing director, said: “Our Limited-Edition platform is working, bringing new shoppers into the category.  Consumers are looking for taste experiences and we think our newest Limited Edition, the BBQ Pulled Pork Slice, will excite those who are keen to explore different cuisines at lunchtime and offer something a bit more interesting than a sandwich.”

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