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.

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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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