Jus-Rol has unveiled a range of NPD products as part of its plan to drive category growth following a major rebrand over the summer.

The new launches include two round pastries, two Christmas seasonal products and Sticky Caramel Buns, which were created to expand its presence in the chilled pastry and dough category.

The Sweet Shortcrust Pastry Block is set to launch at Morrisons in early December for an RRP of £1.90, and the Twin Pack Puff Pastry will be available for an RRP of £2.60 in Asda and Tesco.

Additionally, the Sticky Caramel buns will be stocked in Asda and Musgraves for an RRP of £3 at the end of November.

There are also the Sweet Shortcrust Pastry Block and Twin Pack Puff Pastry, which are stocked for an RRP of £1.80 and £2.60, respectively, in Asda and Tesco.

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This builds on the success of its rebrand launched earlier this summer, with an updated website for a better user experience to make it easier for customers to discover baking inspiration.

Additionally, Jus-Rol also created an email programme which attracted over 27,000 subscribers in five months, designed to build brand loyalty and encourage repeat purchases.

Tim Clifford, MD of Jus-Rol GB and Ireland said: “We’re specifically targeting a younger audience of wannabe cooks as well as time poor families with the new launches.

“These products, alongside our existing range, offer them a versatile and simple way to use pastry in their everyday cooking using step-by-step techniques to achieve realistic, achievable results, even when time is at a premium.”

According to the business, the brand is delivering a strong performance within the wider pastry market, with a value growth of 12 per cent based on Kantar research.