Caerphilly-based savoury pastry specialist Peter’s has unveiled its new food-to-go brand, Epic Rolls.
The six-strong range is said to provide an “exciting new twist on sausage rolls” to attract younger shoppers to the category, with each item featuring a fast food-inspired combination of ‘flavour-packed’ sausage and sauce wrapped in puff pastry. Some also add a coating of ‘taste-enhancing’ sprinkles.
Options include:
- Cheese Burger – seasoned British beef with a tangy mature cheddar sauce
- Lip Lickin’ Chicken – British chicken seasoned with Southern-style spices accompanied by peppery chicken gravy
- Smoky BBQ Pork – British chicken with a smoky seasoning, smoky BBQ sauce, and onion, paprika & black pepper sprinkle
- Hot Dog – classic hot dog with tomato ketchup and onion, paprika & black pepper sprinkle
- Peri-Peri Chicken – British chicken with peri peri seasoning, peri peri sauce, and an onion, paprika & black pepper sprinkle
- Veggie Bhaji – sliced onions with aromatic spices such as turmeric, cumin, paprika and black onion seeds, with a sweet mango chutney sauce and sprinkle of nigella seeds.
The range was launched exclusively in chillers at all Iceland and The Food Warehouse stores today (27 August) as well as via Iceland’s website (rsp: £1.50 each). Additional national listings have been secured for September, confirmed Peter’s.
“Epic Rolls are an exciting new twist on sausage rolls,” commented Owain Jones, brand manager at Epic Rolls. “We’re taking big flavours that everyone knows and loves, wrapping them up in sprinkle topped pastry, and launching them in epic eye-catching packaging that’s going to really stand out on shelf.
“We know sausage rolls are winning in the pastry category, but flavours are limited, and no one is catering for younger shoppers,” he added.
Peter’s has been in operation for over 50 years, growing to employ over 600 people at its site in Bedwas House Industrial Estate. It supplies a variety of pies, sausage rolls, and other savoury pastries under its Peter’s and Seriously Tasty brands as well as own-label lines to supermarkets, convenience stores, chip shops, and stadia across the UK.
Iceland recently launched its first accelerator scheme aimed at enabling food & drink brands to develop new products for listings at its 950 stores nationwide.
“It’s great to be the first to stock Epic Rolls, which we helped to bring to market as part of our quarterly Brands on Ice new product and innovation showcase,” said Oliver Gilding, head of innovation & licensing at Iceland. “Epic Rolls was chosen from hundreds of entries. The flavours, format and packaging are unlike anything else in pastry, we know our shoppers are really going to enjoy these rolls.”
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