Greggs' vegan sausage roll has proved a hit with customers in the U.K.
Topline: British bakery chain Greggs has reported an “exceptional” first half with a 58% surge in profits, largely thanks to its wildly popular vegan-friendly sausage roll that consistently sold out in the first few weeks of its launch. Production Of Sausage Roll
Key background: The 80-year-old firm launched its vegan-friendly sausage roll, made from a “bespoke” protein-based Quorn filling and 96 layers of puff pastry, to coincide with the start of “Veganuary,” a nonprofit campaign that encourages people to eat vegan during the month of January. It followed customer demand and a PETA petition calling for the vegan alternative, which was signed by 20,000 people.
The offering was such a viral hit on social media that it “significantly” outstripped the chain’s expectations and led to some disappointed, empty-handed customers at the outset. But the firm has since launched its “vegan sausage roll finder” to help hungry customers find their nearest treat.
Products As a result, the firm says it is now developing more hot food options, and it will trial longer opening hours later this year. It will also extend its click and collect options, after its partnership with online food delivery firms Just Eat and Deliveroo.