British brand Wall’s Pastry—which was established in 1786—recently entered the plant-based industry for the first time with the launch of vegan sausage rolls in snack and “jumbo” formats. Wall’s created two sausage roll flavors: Tasty Vegan (made with a base of mushrooms and oats) and BBQ Jackfruit (made with pulled jackfruit that is seasoned in a hickory smoked barbecue sauce). “Meat remains at the heart of our business, but times are changing and we believe everyone should be able to enjoy our products, no matter what diet they follow,” Michael Holton, brand manager for Wall’s parent company Addo Food Group, said. “We have listened to our customers and wanted to offer vegan alternative to our more traditional products. We have  therefore spent a lot of time creating the perfect formula for our vegan range, to ensure we brought the best products possible to market—and we think they are worth the wait. We are confident retailers will be able to capitalize on the growing opportunities plant-based alternatives provide, with a product that targets vegans as well as those simply looking to eat less meat.” The market for vegan sausage rolls is lucrative as proven by Greggs—a British convenience chain that launched its vegan sausage rolls in January and, by July, reported a 58-percent spike in profits, thanks largely in part to its new vegan products.

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