Ginsters and Frank’s RedHot spice up snacking

Ginsters has announced an explosive new partnership with Frank’s RedHot, the world’s number-one hot sauce.

The collaboration marks a significant expansion of Ginsters’ “Pockets” range, aimed at capturing the booming on-the-go impulse snacking market.

The new Limited Edition Buffalo Chicken Pocket (100g) combines 100% British chicken with the iconic heat of Frank’s RedHot Buffalo Wing Sauce. Wrapped in Ginsters’ signature pastry, the snack is designed for versatility:

• Convenience: specifically crafted to be eaten cold while on the move or heated in an air fryer for 7–10 minutes for a street food experience at home.
• Clean label: the product contains no artificial additives, colours, or preservatives.
• Price: launching with a recommended retail price (RRP) of £1.30.

The partnership follows Ginsters’ successful 2025 collaboration with Marmite, which recruited over 60,000 new shoppers to the brand. This latest launch is part of a broader £220,000 investment across social media, PR, and shopper marketing to attract younger consumers to the savoury pastry category.

Availability timeline:

• March 23, 2026: exclusive initial launch in Co-op stores.
• April & May 2026: nationwide rollout to Tesco, Sainsbury’s, Asda, and One Stop.
• Duration: the product will be available for a limited one-year period.

“A partnership between Britain’s Biggest Pastry Brand and the no. 1 hot sauce brand in the world, Frank’s RedHot, is sure to get taste buds tingling. We’re confident this exciting new collaboration will make real impact and attract new, younger, savoury pastry shoppers into the category,” noted Stephanie Allen, Ginsters marketing manager.

“Our new partnership with Ginsters celebrates the perfect fusion of heat, flavour and pastry craft… we’re delivering a bold, taste-packed snack that’s set to excite shoppers and drive category growth,” added Elisha Reeson, EMEA licensing lead at McCormick & Company (Frank’s RedHot).