Tastemakers of The Compleat Food Group: Simon Hodges & Emma Deakin

At The Compleat Food Group, our Tastemakers series shines a spotlight on the talented teams bringing our products to life. From concept to creation, these are the people shaping our deliciousness agenda and driving innovation across our range.

This time, we’re introducing Simon Hodges, Senior Development Chef, and Emma Deakin, Product Development Manager, who played a key role in developing our brand Wall’s High-Protein Sausage Roll – a first-to-market product that taps into one of the biggest trends shaping food choices today.

What was the goal behind this product?

For Simon and Emma, the ambition was clear: create a product that delivered on both nutrition and enjoyment.

Reducing calories and fat while increasing protein content is no easy task – especially when consumers expect the same great taste and texture from a classic favourite.

As Simon explains, it took experimentation and persistence:

“Reducing the calories and fats whilst trying to find new high-protein ingredients that still delivered our great taste and texture was a challenge. After the third make in the kitchen, I really felt we could create something special.”

What made the development process unique?

For Emma, the process required a shift in thinking from the very beginning.

“We had to think differently – more intentionally about nutrition at the very beginning of the development process rather than it being a secondary consideration.”

Balancing health benefits with familiarity meant continually testing, refining and challenging expectations to ensure the end product still felt like a true sausage roll.

What challenges did the team face?

One of the biggest hurdles was maintaining the familiar flavour and texture people know and love about Wall’s Pastry, while significantly improving the nutritional profile.

The team had to explore new ingredients and approaches, carefully refining each version to strike the right balance.

What makes this achievement special?

For Simon, bringing something new to market is always a proud moment, particularly when it pushes boundaries.

“I have launched many products over the years, but being first to market is a very proud feeling.

This product is a great example of how our teams continue to innovate, combining culinary expertise, technical knowledge and a shared passion for creating food to feel good.”

Celebrating our Tastemakers

Simon and Emma’s work highlights the creativity and collaboration that drives our product development teams every day.

From tackling technical challenges to rethinking how products are developed, their story is a testament to the talent behind The Compleat Food Group.

Stay tuned for more stories from our Tastemakers series, where we celebrate the people shaping the future of food, or take a read of our last edition!