Ginsters is launching the Cornish Bara a product that’s been labelled the ’love child’ of the sandwich and the pasty.
The name ’bara’ comes from the Cornish word for bread and the new product comprises Ginsters’ fillings enclosed in a soft bread dough.
There are three varieties: flame grilled chicken with a tangy tomato and red pepper salsa; hog roast (British pork with stuffing, roasted onions and apple sauce); and spicy meatballs in a spicy tomato sauce with mozzarella. Recommended retail price for each is £2.29.
Designed to be eaten hot, the Baras can be heated in a microwave to deliver oven-baked quality in just 90 seconds.
The launch is backed by a £6.5m marketing campaign including national TV advertising from June onwards, radio support, posters, in-store promotions and point-of-sale material.
The brand will also get its own tongue-in-cheek iPhone app that plays on the ’love child’ theme of the Cornish Bara concept.
Head of brand marketing for Ginsters Andy Valentine said: "In testing, 88% of consumers told us how ’new and different’ these products are and we genuinely believe this range raises the quality bar of microwaveable snacking."