Wall’s is targeting the convenience and impulse (C&I) channel this May with the launch of what it claims is the UK’s first high-protein sausage roll, as the brand looks to capitalise on growing demand for healthier snacking options.
The new Wall’s High Protein Sausage Roll (120g, RRP £1.50) will roll out to convenience retailers from May, following an initial launch in Tesco and Morrisons in April. The move gives independent retailers early access to a product designed to tap into one of the strongest trends in food-to-go, with shoppers increasingly seeking higher-protein alternatives to everyday staples.
Developed over the past year, the product delivers 16g of protein and 303 calories per serving, while remaining HFSS compliant, positioning it as a permissible choice for prominent in-store siting. The launch is aimed at attracting younger, more health-conscious consumers into the chilled pastry fixture, while maintaining the brand’s core appeal around taste and convenience.
Wall’s, part of The Compleat Food Group, is looking to build on four consecutive years of category growth and reinforce its position as the UK’s leading sausage roll brand. According to the company, 70 per cent of chilled pastry shoppers would be willing to purchase a higher-protein option from the brand, underlining the potential for incremental sales in the segment.
Jason Manley, brand director at The Compleat Food Group, described the launch as a “landmark” for both Wall’s and the category, adding that the innovation is designed to recruit new shoppers while delivering on taste and functionality.
“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,” Manley said. “Being the UK’s first brand to bring a high-protein sausage roll to retail is a big step forward. It brings genuine innovation, recruits new shoppers, and shows that food can be both functional and great tasting.”
The launch will be backed by a multi-channel marketing push, including introductory price promotions, in-store and digital point-of-sale materials, targeted digital couponing, and social media activity aimed at driving trial among younger consumers.