Ginsters

Ginsters, Cornish pasty baking from Callington

Ginsters is a British food brand specialising in chilled savoury pastry, with its home in Cornwall. The company presents itself as the maker of "The Nation's Favourite Cornish Pasty", a claim it attributes to Nielsen IQ data for total chilled savoury pastry over the 52 weeks ending 6 September 2025. Its range is built around pasties, slices, rolls, pastry toasties and pockets, all encased in puff pastry.

The business states that it draws on more than 50 years of baking expertise, with chefs dedicated to producing pasties, slices and rolls from its Cornish base. Ginsters operates as a division of Samworth Brothers Ltd.

Product range and flavours

The catalogue is organised into five families: pasties, slices, pastry toasties, rolls and pockets. The Original Cornish Pasty is presented as the flagship product, filled with potato, onion and swede sourced locally from Cornwall where possible, combined with 100% British Beef in a peppery gravy and wrapped in golden puff pastry.

• Pasties: including the Original Cornish Pasty and a Spicy Sausage & Red Pepper Pasty.
• Slices: the Peppered Steak Slice, a BBQ Hunters Chicken Slice and a limited-edition Heinz Beanz & Cheese Slice.
• Rolls: including a large sausage roll, described by the company as "best tasting" against branded chilled grocery large sausage rolls in a Wirral taste test dated August 2025.
• Pockets: a street-food-inspired line with Butter Chicken, Salt & Pepper Chicken and Smoky BBQ Beef flavours.
• Pastry toasties: a format the brand highlights as suitable for toasters.

Ingredients and preparation claims

Ginsters states that its products are always made with 100% British Meat, use locally sourced vegetables where possible, and contain no added artificial colours, flavours or preservatives. The brand also notes that its pastries are air-fryer friendly, allowing a hot lunch to be prepared in around ten minutes.

Marketing and brand campaigns

The company runs an award-winning campaign titled "Taste the Effort", which returned to television with a refreshed look. The creative is set on the farm of Merryn, a character who presents the sourcing behind the products, from 100% British Beef to locally sourced vegetables where possible. The brand frames the campaign as inspired by the farmers it works with.

Corporate details

Ginsters is a division of Samworth Brothers Ltd, registered in England under company number 3116767, with VAT registration number 342095220. The company publishes a Modern Slavery Statement among its corporate policies.