Cornish pasty maker Ginsters is launching a range of ready-meals and spending GBP6.5m (US$12.9m) re-branding its entire product portfolio.

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The three Ginsters Real Meals, available from 27 March, were born out of research carried out by the UK food company, and will include beef and peppered dumplings, pasta bolognese and chicken tikka and rice for GBP2.99.


“In our research, we identified that consumers were seeking a solution which they were not currently getting,” said Andy Valentine, head of brand marketing at Ginsters.


The company is also tweaking the packaging for its range. 


“The packaging reflects our food values with an impactful design and clear pot allowing visibility of the fresh ingredients and a cleverly insulated sleeve,” said Valentine.

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The re-launch will be supported by a press and outdoor campaign starting in May, followed by a Real Honest Food TV campaign in the autumn.

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