Ginsters partners with Levi Roots to spice up the snacking fixture

Savoury pastry brand Ginsters has entered into a partnership with Levi Roots, to deliver a new range of spicy pasties and wraps, available across grocery and convenience accounts from November.

The range includes three pasties that deliver different levels of spiciness from mild to hot – Caribbean Lamb, Reggae Reggae Chicken, and Hot Chilli Beef – as well as a delicious Reggae Reggae Beef wrap. All the products feature Levi Roots distinctive Reggae Reggae Sauce and the Hot Chilli Beef Pasty also contains authentic Scotch Bonnet peppers for an extra fiery flavour.

Andy Valentine, Head of Brand Marketing for Ginsters, says, “Levi Roots has worked hard to establish a unique, contemporary brand that touches numerous different categories in-store and has a track record of adding incremental sales by attracting a new, younger audience. What we are doing with this partnership is to capitalise on the snacking expertise of the Ginsters brand and the Caribbean flavours of the Levi Roots brand.”