Ginsters new sub-brand H+Eat is focusing on the launch of grab and go snacks

Ginsters new sub-brand H+Eat is focusing on the launch of 'grab and go' snacks

Ginsters, a division of UK food group Samworth Brothers, has launched a microwaveable snack under sub-brand H+EAT in a bid to attract younger consumers in the country.

The company said consumers were looking for products they could "grab and go". The H+EAT range, made with freshly-baked bread dough, are ready to eat after 90 seconds in the microwave.

Linda Evans, Ginsters' sales and marketing director, said: "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."

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 - which all have an RSP of GBP2.29 - and a Burrito, which has an RSP of GBP3.49.

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Ginsters, the number-one brand in savoury pastry and the leading brand in sandwiches, is launching an innovative 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’ unique recipe is designed to be microwaved to perfection in just 90 seconds, to provide a quality, hot, tasty and satisfying snack on the go or in the home. The H+EAT® range contains fresh quality British and authentic ingredients, which are synonymous with the Ginsters brand. The launch is part of Ginsters’ drive to reinvigorate the savoury pastry category with new news and innovation will 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). All these products and flavours researched extremely well with consumers as did the H+EAT® branding and logo which are very eye-catching, whilst the colours are synonymous with the famous Ginsters brand that consumers recognise and trust.

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 T.V. campaign which has been on air since the middle of February reaching 85% of the adult population with 8 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.

Original source: Ginsters