Vegan for £1 Billion: Plant-Based Sausage rolls surges Greggs’ sales.
Harnessing a controversy surrounding the launch of a Vegan Sausage Roll, the English bakery giant Greggs has topped the £1 Billion sales for the first time. Are more people choosing vegan? Read on to know more.
Vegan for One Billion Euros
Greggs, the bakery chain that has more than 1800 stores operating in multiple locations across the United Kingdoms is a preferred stop to thousands of strollers, shoppers and bakery lovers across the country. However, until now, vegans did not have any reason to be happy with Greggs’ offering, as no options were available. A petition prompted by PETA ( People for the Ethical Treatment of Animals) asking the bakery to introduce a vegan sausage roll alternative, proved fruitful by one billion Euros. Not a joke!
PETA made it a point to encourage Greggs that introducing a vegan alternative to the classic British delicacy- Sausage rolls, would not be difficult considering the other big players in the market like Poundbakery, Sayers, among others already offering the same.
After PETA’s petitioning for vegans to introduce a plant-based sausage roll, the movement gained 20,000 signatures. Realizing the strong demand, Greggs launched its first vegan sausage rolls on January 3 across its 950 outlets for the first time, and it was undoubtedly a hit.
The Success Story
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ITV reported– Greggs’ sales topped £1 billion in 2018 for the first time and to its favor, the launch of vegan rolls contributed to its growth significantly this year. The British chain bakery reported a surge of 15% in pre-tax profits to £82.6 million in 2018. The sales too rose 7.2% just over £1 billion. Greggs confirmed that the launch of the vegan option and its publicity (of Sausage rolls) helped the company sales rise to 9.6% in seven weeks by February 16. The company reflected that despite how harsh weather impacted their sales in the first half of 2018, this year it was able to bounce back ahead of expectations.
Roger Whiteside, Chief executive, paying homage to the impact of the vegan sausage roll said- there may be significant uncertainties in the upcoming months; nonetheless, we started 2019 with a bomb, as we were helped partly by the publicity of the launch of our plant-based sausage. He continued, we look forward to continue to benefit the momentum in the first half of 2019 as well will be facing stronger competition later this year.
Just a vegan roll and here you’ve read a billion Euros worth success story. What are your thoughts? Let me know in the comments below.