Sausage roll brand Wall’s has announced a major relaunch that includes its biggest recipe change for almost a decade.
Developed after a year-long project involving consumer research and testing, the brand said it has enhanced every element to create its best sausage roll recipe to date.
“Our Wall’s Rolls range are a clear market leader, achieving record sales and growing 21% over the past year. This relaunch represents a major investment in our brand quality and our ambition to delight our loyal consumers every single time,” said Jason Manley, brand director at Wall’s Pastry, which is part of The Compleat Food Group.
“As the beacon brand in the category, our focus is on drawing new shoppers to the fixture and fuelling category growth through continuous improvement and product innovation.”
The new sausage rolls, made with premium cuts of pork shoulder and pork belly, are seasoned with a secret blend of herbs and spices developed by the Wall’s team of chefs. The upgraded sausage is wrapped in 64 layers of pastry, complete with a new glaze and rich, golden colour.
The brand stated that consumers rated the new recipe significantly higher across six categories, including appearance, filling, texture and flavour.
Manley added: “We’ve listened to our consumers through every step in the process to create a sausage roll that’s better in every single way and has fresh new packaging to match. As always, at our core remains our firm commitment to the incredible great taste, high quality, and exceptional value that makes Wall’s Sausage Rolls’ Britain’s favourite.”
All packaging across the Wall’s pastry range has also been given a refresh, with a bold redesign that includes product photography for the first time to enhance standout on shelf.
The new recipe will be rolling out across the entire Wall’s sausage roll range during June. The launch will be supported with a programme of support, including digital media, social media, consumer sampling, print advertising, PR and regular in-store promotional activity.
