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Pie Giant Enters Meat-Free Market With Launch Of Vegan Sausage Roll

by | May 4, 2020

Holland’s Pies — a 160-year-old pie company in the UK — has added the first vegan product to its range with a new sausage roll.

The Vegan Roll is made with a combination of soya, wheat protein, mushrooms, and fried onion — wrapped in flaky pastry and seasoned with parsley.

“We are incredibly excited to launch our first ever vegan product,” said Leanne Holcroft, brand manager of Holland’s Pies, “after receiving lots of feedback from fans following the launch of our extended vegetarian range in 2019.”

“In January alone, over 400,000 people signed up to take part in Veganuary to reduce their meat-consumption and sample the vegan lifestyle,” added Holcroft, “so it is important for us to tap into newer emerging markets and food trends.”

The sausage roll is on sale now at select Morrisons stores for £1.25.

sausage rolls vegan plant based
Holland’s Pies has launched a meat-free sausage roll (Stepanek Photography/Shutterstock.com)

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Vegan Sausage Rolls

Meat-free sausage roll lovers in the UK are now spoilt for choice, with several companies offering plant-based versions of this pastry classic.

Greggs is arguably the most successful brand in the vegan sausage roll game, having entered the market in 2019.

Since the addition of the new sausage roll to the menu at Greggs, the company reported yearly sales of over one billion pounds for the first time. A £7 million bonus was shared among Gregg’s employees earlier this year to celebrate this success.

Do you think more brands will continue to embrace plant-based options this year? Let us know your thoughts in the comments below!

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