Ginsters has extended its range of meat-free products with the launch of the limited-edition slice comes as Vegan Creamy Garlic Mushroom Slice.

Available now, the slice’s availability comes as the supplier says that interest in flexitarian diets is at a peak. Last year’s Veganuary saw a 50% year-on-year growth in consumer participation, with vegan savoury pastries growing at 32 times the speed of the wider category.

Ginsters’ vegan products have increased sales by £2.2m annually, and have 22% share of the total savoury pastry category.

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Sam Mitchell, Ginsters managing director, said: “As consumers look to a healthier start to the year, and interest in reducing meat heightens, we want to ensure we’re offering something that meets every meal occasion. Our latest vegan launch responds to the demand for more choice, while reinforcing to shoppers that Ginsters is the category leader, harnessing trends and bringing new flavours and formats to the category.

“Savoury pastry is an impulsive category and limited-edition recipes play into this, delivering different flavours to maintain consumer interest and engagement – as the success of our limited-edition festive slice shows.”

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