Wall’s Pastry has relaunched its Vegan Jumbo Roll with a new recipe to cater to the increasing number of shoppers describing themselves as flexitarian.

The reformulated roll is available now at an RRP of £1.25. Its new recipe comes following a year-long project to make it feel like an authentically meat sausage roll.

It is made from a combination of textured pea protein and cooked giant couscous. Other ingredients include sautéed onions and a blend of herbs and spices.

According to independent research carried out for the supplier, consumers rated the new recipe higher in categories of appearance, filling, texture and flavour.

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The Vegan Jumbo Roll packaging has also been given a new design to enhance standout on shelf.

Jason Manley, brand director at Wall’s Pastry, said: “For the increasing number of consumers looking to reduce their meat consumption, trust is key, and as the market leader in the meat sausage roll category, Wall’s gives consumers the confidence that our plant-based option will taste just as delicious.

“With this recipe reformulation, our aim has been to draw new shoppers to the fixture by offering a newly improved plant-based sausage roll that has the same incredible great taste, high quality, and exceptional value that makes Wall’s Sausage Rolls’ Britain’s favourite.”

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