Leading sausage roll brand Wall’s has relaunched its Vegan Jumbo Roll with a new recipe.
It was developed after a year-long project to create Wall’s’ most authentic match to a meat sausage roll.
With an increasing number of consumers now describing themselves as flexitarian, Wall’s Vegan Jumbo Roll aims to offer consumers an easy way to trial plant-based products.
The new Vegan Jumbo Roll is made from a combination of textured pea protein and cooked cous cous to replicate the look and texture of its meat equivalent. It also brings together sautéed onions and a blend of herbs and spices to closely match the traditional sausage flavour.
The Vegan Jumbo Roll packaging has also been given a makeover, with a bold green design to enhance standout on shelf.
The newly reformulated Wall’s Vegan Jumbo Roll (RRP £1.25) will be available in Asda, Tesco and convenience from this week.
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 four-pack launching in Tesco from October.
