A new study commissioned by the nation’s favourite Pasty maker Ginsters has revealed a national obsession with reimagining the humble toaster, as 72% of Brits admit they’ve tried heating something other than bread in it.
And they’re not holding back. Among the most unusual items reported were fish fingers, with well over a tenth of 25-34 year olds (14%) admitting to cooking them in the toaster. A bold 21% in the same age group have even attempted to prepare a burger this way. In London, one in 10 (11%) have used their toaster to heat up spaghetti Bolognese, while in Northern Ireland, one fifth (22%) have tried cooking steak in it and 20% have used it to reheat leftover pasta.
But this spirit of experimentation doesn’t always end well. Without food designed for the job, many of these creative attempts result in disaster. Nearly a third of Brits (29%) admit to rescuing burnt or overcooked items from the toaster at least once a week. Two in five (38%) have experienced a complete toaster fail – with over half (51%) having thrown food away as a result, and almost a quarter (23%) even damaging the toaster by cooking something it wasn’t made to handle.
The findings come as Ginsters unveils the Pastry Toastie: a game-changing new range of flavour-packed pastries designed specifically for heating in the toaster. Ready in just four minutes, each Toastie is perfectly designed to keep the toaster clean – no leaks, no regrets – just crisp, golden pastry without any of the mess. A delicious, high-quality, satisfying solution to the nation’s increasingly inventive (and sometimes chaotic) toaster habits.
And it couldn’t come at a better time. Despite the occasional mishaps, the toaster holds its title as a household hero. Almost a third of Brits (30%) use theirs 4-6 times a week, and one in three (31%) say it’s the most convenient kitchen appliance they own when it comes to heating food.
The research also revealed that speed and convenience (43%), food quality and affordability (both 37%) are the top priorities when preparing lunch during the week, while a quarter focus on variety and flavour. And with nearly two thirds (63%) saying they’d be more likely to choose a hot lunch if it were quicker and easier to prepare, the Ginsters Pastry Toastie is exactly what the nation’s been waiting for.
Made with 100% British meat and a tasty vegetarian option also available, the Ginsters Pastry Toastie offers everything people love about a satisfying toastie – only quicker, tastier, tidier, and made to a high-quality standard that works perfectly in the toaster.
With three delicious flavours – Smoked Ham & Cheddar, Tomato, Basil & Mozzarella, and Chicken, Pesto & Mozzarella – there’s something for everyone to enjoy.
Sarah Babb, Marketing Director at Ginsters, said:
“The toaster has been a kitchen staple for decades – but it’s never had a pastry made just for it. Until now. The Ginsters Pastry Toastie is a game changer – golden, flavourful, and ready in minutes, straight from the toaster. It combines everything people love about a proper pastry and a satisfying toastie – with none of the mess or fuss, and we’re thrilled to be giving people the high-quality, delicious hot food they want, in a way that fits their busy lives. It’s heat-to-eat, great quality food made easy.”
Speaking about the new development, Ginsters’ Head of Innovation, Sharon Wilks, said: “Designing a pastry specifically for the toaster meant rethinking everything – from how it’s sealed to how the filling behaves under heat. It had to be quick and convenient, but also deliver on taste and texture without any mess.We’ve rigorously tested every element to make sure it cooks evenly, crisps up beautifully, and keeps your toaster clean. It’s a proper hot meal that fits effortlessly into busy lives – no compromise needed.”
THE TOP 20 UNCONVENTIONAL FOOD ITEMS BRITS HAVE PREPARED IN A TOASTER:
- Naan bread
- Potato waffles
- Pancakes
- Garlic bread
- Croissants
- A slice of pizza
- Hash browns
- A burger
- Apple pie slices
- Fish fingers
- A chicken breast
- Bacon
- Mac & Cheese
- Samosas
- A steak
- Fruit slices
- Tofu slices
- Mozzarella sticks
- Leftover pasta
- Halloumi
