Wall’s Pastry has introduced what it claims is the UK’s first high-protein sausage roll available in retail.
Wall’s Pastry High Protein Sausage Roll – which the supplier said was the result of a year of product development – has landed in Tesco and Morrisons stores (rsp: £1.50/120g).
It contains 16g of protein and just 303 calories per roll.
The NPD was aimed at recruiting young and health-conscious shoppers looking for a convenient chilled pastry snack without “compromising on flavour”, according to Wall’s.
The HFSS-compliant roll was developed after research showed 70% of chilled pastry buyers would purchase a higher-protein product from the brand, it added.
“This is a landmark launch for Wall’s and for the category,” said Jason Manley, brand director at Wall’s owner The Compleat Food Group. “We’re building on the momentum of four consecutive years of strong growth and supporting our position as the UK’s bestselling sausage roll brand.”
Wall’s plans to promote the launch via a “major, multichannel activation plan”, including marketing on social media to reach young audiences, introductory trial price promotions and targeted digital couponing.
“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,” Manley continued. “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.”
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