Ginsters is to launch an olive oil based pastry range. The launch of a new healthy pastry range is a calculated risk for Ginsters. The Cornish manufacturer is unsurprisingly keen to attract the health conscious consumer, but it must be careful not to estrange its core customer base, which may not be so keen on the joining the low fat bandwagon.

The Callington, Cornwall-based food manufacturer has unveiled plans to launch a new product called Deli Bake, according to The Grocer. The Deli Bake is a savoury pastry product containing 40% less saturated fat than Ginsters standard pastries. Available from September, it will also have 25% less salt, and contain 350 calories as it seeks to capitalise on the widespread interest in healthy eating.

These are exciting times for Ginsters: July has heralded the announcement of a new head of marketing as well as a national TV debut with the sponsorship of ITV’s new Saturday night entertainment show, ‘Simply the Best’. This provides a good benchmark of how far the brand has developed and is indicative of the company’s growing marketing investment.

With olive oil enthusiasm growing to the point where its popularity exceeds that of standard cooking oils, it is easy to understand why Ginsters is turning to the ingredient’s obvious health appeal. It will also enhance Ginsters’ quest to deliver higher quality foods in convenience channels, something consumers are indicating is an unmet need. Another positive is that there has been little innovation in the pastry market, but Ginsters’ position as a leading player in the segment gives it the requisite scale to launch distinctive new products.

However, overemphasising the benefits of olive oil based pastry may yet backfire, as this health focus does not wholly complement Ginsters’ brand vision, which is built on the slogan ‘generous authentic food from Cornwall’. It is this down-to-earth image that has been the bedrock of the company’s success.

Core consumers of Ginsters’ pastry slices and rolls are not necessarily interested in healthier alternatives. It is therefore important that the company achieves clarity in its marketing promotions to ensure consumers do not perceive it as a diet product – such an overt focus on health may alienate more pastry eaters than it attracts.

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