A classic British snack has had a protein-packed makeover with what’s being billed as a ‘world first’ a high-protein sausage roll that has now landed in UK supermarkets.
Wall’s Pastry has unveiled the new twist after a year in development, targeting shoppers who want a healthier grab-and-go bite without ditching flavour.
The chilled roll packs in 16g of protein and just 303 calories, while still promising the same taste fans know and love.
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It’s now on sale in Tesco and Morrisons stores, priced at £1.50 for a 120g roll, as reported by Whats The Jam.
The new launch is aimed squarely at younger, health-conscious shoppers looking for convenience without compromise.
Research by the brand found 70% of chilled pastry buyers would be keen to try a higher-protein option.
On Facebook, Wall’s called it the ‘world’s first protein sausage roll’.
Jason Manley, brand director at Wall’s owner The Compleat Food Group, said: “This is a landmark launch for Wall’s and for the category.
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“We’re building on the momentum of four consecutive years of strong growth and supporting our position as the UK’s bestselling sausage roll brand.
“We’re on a mission to delight shoppers by building on Britain’s love of sausage rolls and continuing to add value to the category.
“Being the UK’s first brand to bring a high-protein sausage roll to retail is a big step forward.
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“It brings genuine innovation, recruits new shoppers, and shows that food can be both functional and great-tasting.”
The rollout will be backed by a major marketing blitz, including social media campaigns, in-store trials and digital coupons aimed at winning over younger shoppers.
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