Wall’s Pastry Introduces the first ever High Protein Sausage Roll to UK retail

Wall’s is strengthening its leading position in the category with the launch of Wall’s High Protein Sausage Roll, marking a UK first.

After a year in development, the new High Protein Sausage Roll taps into one of the biggest trends shaping food choices today, with shoppers actively seeking higher-protein versions of their everyday favourites. So, Wall’s has reimagined a British classic to deliver 16g of protein, with just 303 calories, and the great taste the brand is known for, all in a convenient, satisfying snacking format.

With ever-growing demand for high-protein foods, the launch is aimed at recruiting younger, more health-conscious shoppers into chilled pastry, offering a high-protein option that fits seamlessly into a balanced lifestyle.

The roll is also HFSS compliant, making it an accessible choice for shoppers looking for a protein-packed, lower-calorie snack without compromising on flavour.

Further supporting this opportunity and demonstrating the power of the Wall’s brand to add value to the category, 70% of chilled pastry buyers say they would purchase a higher-protein product from Wall’s {1}.

Jason Manley, Brand Director at The Compleat Food Group, said: “This is a landmark launch for Wall’s and for the category. We’re building on the momentum of four consecutive years of strong growth and supporting our position as the UK’s best-selling sausage roll brand.

“We’re on a mission to delight shoppers by building on Britain’s love of sausage rolls and continuing to add value to the category. Being the UK’s first brand to bring a high-protein sausage roll to retail is a big step forward. It brings genuine innovation, recruits new shoppers, and shows that food can be both functional and great tasting.”

The launch will be supported by a major, multi-channel activation plan designed to drive awareness and promote purchase. This includes introductory trial price promotions, strong in-store and digital point-of-sale presence, targeted digital couponing, and investment across social and digital media to reach younger and more health-focused shoppers.