Famous for its sausage rolls, Wall’s Pastry has supplied the nation with meat-based products since 1786. Producing over 17 million rolls a year, the move to introduce a vegan rolls range to its meat-based portfolio marks a major moment for the brand as it looks to reach a wider consumer pool in response to the growing number of consumers now following flexitarian, vegan and vegetarian diets.
Set to land in-stores across the UK this week, the range features two flavours. The Wall’s Vegan Jumbo Roll (120g) is made with a unique mix of minced mushrooms, oats and seasoning, and wrapped in a light, vegan puff pastry.
Its BBQ Jackfruit Roll, is filled with pulled jackfruit and hickory smoked BBQ sauce.
Coming in at 242 and 251Kcals, Michael Holton, brand manager at owners the Addo Food Group, says: “Times are changing, and whilst meat remains at the heart of the Wall’s business, we understand the need for choice.
“No-one can escape the overwhelming change that is taking place in the food industry, the fact that 91 percent of consumers now consider themselves as flexitarians is proof of this.
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“As a business it is integral that we continue to evolve our products to ensure we maintain relevance amongst modern day consumers.
“Some may ask why now, but with being the UK’s number one sausage roll supplier comes great responsibility, we had to ensure our vegan range delivered on taste, texture and experience – and we believe they are worth the wait.
“With the UK vegan market estimated to grow to £1.1bn by 2023 and the demand for meat-free alternatives rising, we are confident that the vegan range will become a much larger proportion of our production in years.”
The Addo Food Group is currently worth £30million.