Ginsters has struck a licensing tie-up with Frank’s RedHot to broaden its Pockets range with a Limited Edition Buffalo Chicken Pocket, a move the company says is aimed squarely at the growing on-the-go savoury snack market.

According to Food & Drink Technology, the 100g pastry combines 100 per cent British chicken with Frank’s RedHot Buffalo Wing Sauce and is being positioned to appeal to younger, flavour-seeking shoppers.

The product has been formulated for convenience: it can be eaten cold for immediate consumption or heated in an air fryer for seven to ten minutes for a warmer, street-food style experience at home, the company said.

Ginsters has emphasised a clean-label approach, stating the Pocket contains no artificial additives, colours or preservatives and will carry a recommended retail price of £1.30.

The launch follows Ginsters’ 2025 Marmite collaboration, which the company says recruited more than 60,000 new shoppers, and sits within a broader marketing investment of £220,000 across social, PR and shopper activity designed to rejuvenate the savoury pastry category.

The Co-op will receive the initial exclusive rollout from 23 March 2026 before the product moves to a national distribution in April and May to Tesco, Sainsbury’s, Asda and One Stop; availability is planned as a limited one-year run.

The tie-up also reflects Frank’s RedHot’s wider push beyond condiments into prepared food formats. Frank’s has been extended into other frozen prepared lines, including fully cooked frozen wings and other appetisers, and has recently expanded its sauce portfolio with multiple new flavours aimed at broadening culinary use cases for the brand.

Retail and manufacturing observers say such collaborations are part of a broader industry trend: established sauce brands are being used to turbocharge NPD in convenience and frozen aisles, with a string of launches combining recognisable heat profiles with handheld formats to meet demand for bold, protein-led snacks.

Ginsters framed the partnership as a flavour-first growth play. “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,” Stephanie Allen, Ginsters marketing manager, said.

Elisha Reeson, EMEA licensing lead at McCormick & Company (Frank’s RedHot), added: “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.”

Sign up here to get the latest grocery and food news each morning