Birds Eye launches vegan sausage roll

‘We’ve ensured that our recipe has the perfect ratio of seasoned vegan sausage to flaky pastry,’ says the brand

Helen Coffey
Friday 05 June 2020 15:27 BST
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Birds Eye vegan sausage roll
Birds Eye vegan sausage roll

Hot on the heels of Greggs, Birds Eye has created its very own iteration of the vegan sausage roll.

The popular frozen food brand timed the launch to coincide with National Sausage Roll Day (yes, it’s a thing) on 5 June.

Designed to mimic Birds Eye’s traditional frozen sausage roll, the meat-free version features seasoned pea protein wrapped in puff pastry.

“We know that sausage rolls are one of the nation’s favourites snacks, so we wanted to create a meat-free version that perfectly replicates the taste and texture of high-street outlets, but with the convenience of being able to cook at home straight from the freezer,” said Anne-Marie Gayer, the company’s senior brand manager.

“As the pastry is only cooked once, it results in a lighter and flakier pastry compared to just warming through a chilled sausage roll.

“We’ve also ensured that our recipe has the perfect ratio of seasoned vegan sausage to flaky pastry.”

Introduced as part of Birds Eye’s Green Cuisine range of plant-based products, the vegan sausage rolls will usually retail for £2.50 for a pack of four, and are available from Sainsbury’s and Tesco.

However, they’re currently on special offer at Sainsbury’s, selling for just £1.50 a pack.

The humble vegan sausage roll has proved a huge success for Greggs, which announced bumper profits after its release in 2019.

The high street bakery chain saw a 58 per cent rise in first-half profit in the six months to 29 June last year, marking the company's best ever sales growth.

In the wake of the sausage roll’s stellar performance, the brand also introduced a vegan steak bake, made with Quorn, in January 2020.

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