Ginsters has launched a range of premium family size pies for Autumn 2007, as well as new packaging design for 250g single- serve pies.
The range comprises Steak Pie and Chicken & Mushroom Pie, and is made with fresh British ingredients. Rrp is £3.99 for 550g.
Andy Valentine, head of brand marketing at Ginsters, says: "Hot pies are the largest sector in savoury pastry, but growth is relatively flat. Although total savoury penetration is up, some consumers are switching from pies to slices and rolls, where there is more brand choice. Brands are already driving a lot of growth in the market, so there is a real opportunity here.
"We expect the new range to encourage shoppers to trade up and trial more premium pies, along with increasing frequency of purchase among existing hot pie buyers."
The family pies range will benefit from Ginsters' TV advertising, and a dedicated national consumer press campaign.