Wall’s rolls out its vegan bestseller with a brand new recipe

Our brand Wall’s, the UK’s No1 sausage roll brand, has relaunched its bestselling Vegan Jumbo Roll with a brand new recipe as it continues to build on its reputation for high quality, great taste and exceptional value.

The new recipe was developed after a year-long project to create Wall’s’ tastiest and most authentic match to a meat sausage roll yet, cementing its status as the go-to snacking choice for vegans, vegetarians, and flexitarians.

With an increasing number of consumers now describing themselves as flexitarian, Wall’s Vegan Jumbo Roll offers consumers who are looking to reduce their meat consumption an easy way to trial plant-based products, attracting more shoppers to the category.

The new Vegan Jumbo Roll is made from a combination of textured pea protein and cooked giant cous cous to perfectly replicate the look and texture of its meat equivalent. It also brings together sautéed onions and a unique blend of herbs and spices to closely match the traditional sausage flavour, making it one of the most authentic vegan alternatives to a meat sausage roll on the market.

Critical to creating the new sausage roll was a series of independent research studies, designed to understand what makes the perfect vegan version of the family favourite.  Consumers diagnostically rated the new recipe overall higher including in categories of appearance, filling, texture, and flavour.

The Vegan Jumbo Roll packaging has also been given a makeover, with a vibrant, bold, green design that enhances standout on shelf.

Jason Manley, Brand Director at Wall’s Pastry, which is part of The Compleat Food Group, said: “For the increasing number of consumers looking to reduce their meat consumption, trust is key, and as the market leader in the meat sausage roll category, Wall’s gives consumers the confidence that our plant-based option will taste just as delicious.

“With this recipe reformulation, our aim has been to draw new shoppers to the fixture by offering a newly improved plant-based sausage roll that has the same incredible great taste, high quality, and exceptional value that makes Wall’s Sausage Rolls’ Britain’s favourite.”

The introduction of the new recipe will be followed by new formats later in the year, with a new four pack launching in Tesco from October.

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