# Provenance-Focused Pastry Packaging The New Ginsters Cornish Pastry Branding is Rustic By Michael Hemsworth | Published 2018-06-12 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/cornish-pastry References: [conveniencestore](https://www.conveniencestore.co.uk/products/ginsters-relaunched-to-appeal-to-younger-shoppers/567249.article) & [ginsters](https://www.ginsters.co.uk) Younger consumers today are growing to prefer products and food that focus on the notion of [provenance](https://www.trendhunter.com/trends/retail-coffee-packaging), which has brands responding with [new packaging designs](https://www.trendhunter.com/trends/betterforyou-snack) as seen with [Ginsters](https://www.trendhunter.com/trends/ginsters-products) Cornish Pastry. The packaging is emblazoned with the phrase "A Taste of Cornwall" and will be paired with a marketing campaign across a variety of different platforms including a foodie influencer campaign. The branding features a rustic black and white drawing of a farm, while a see-through window enables consumers to see the product firsthand prior to purchase. The new packaging will be hitting shelves starting in early July to coincide with the aforementioned marketing strategy. The Ginsters Cornish Pastry packaging acknowledges how brands are shifting their marketing efforts towards younger demographics to expand their portfolio and stay relevant in the competitive market. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 15% | Activity: 24% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Provenance-focused Packaging:** The trend towards provenance-focused packaging design presents an opportunity for companies to differentiate their products and appeal to younger demographic who prioritize transparency and authenticity. - **Influencer Marketing Campaigns:** Influencer marketing campaigns can leverage the power of social media to reach younger consumers and tap into their growing preference for authentic, locally-sourced products. - **Transparent Packaging:** Transparent packaging provides an opportunity for brands to showcase their products, while also providing transparency and authenticity to consumers who prioritize these qualities. ### Who This Affects Most - **Food and Beverage:** The food and beverage industry can capitalize on the trend towards provenance-focused packaging design and influencer marketing campaigns to appeal to younger consumers and stand out among competitors. - **Packaging:** The packaging industry can innovate and differentiate their products by offering new designs to cater to the trend towards transparent and provenance-focused packaging. - **Marketing:** Marketing companies can help brands implement influence marketing campaigns and design packaging that speaks to the needs of younger consumers who prioritize authenticity and transparency. ## Related on Trend Hunter - [Food Packaging Refreshes](https://www.trendhunter.com/trends/higgidy-1.md) - [Well-Spiced Prepackaged Pastry Products](https://www.trendhunter.com/trends/ginsters-products.md) - [Consumer-Driven Cheese Packaging](https://www.trendhunter.com/trends/pilgrims-choice.md) - [Specialty Savory Pastry Products](https://www.trendhunter.com/trends/savory-pastry-products.md) - [Savory Snacking Pastries](https://www.trendhunter.com/trends/ginsters-product.md) - [Savory Toaster Pastries](https://www.trendhunter.com/trends/ginsters-pastry-toasties.md) - [Rebranded Refrigerated Doughs](https://www.trendhunter.com/trends/jusrol.md) - [Hybrid Hot Snack Sandwiches](https://www.trendhunter.com/trends/ginsters-pastry-toastie.md) - [Spooky Autumnal Snack Pasties](https://www.trendhunter.com/trends/haunted-hog-roast-pasty.md)