Wall’s Pastry has unveiled the biggest ever relaunch of its sausage rolls, including a major update of its recipe and packaging refresh.
Billed as ‘the best sausage roll recipe to date’ and the biggest change in almost a decade, Wall’s said it has ‘enhanced every element’ after a year-long development project involving in-depth consumer research and testing.
The new sausage rolls are described as being made with premium cuts of pork shoulder and pork belly, seasoned with a secret blend of herbs and spices developed by the Wall’s team of chefs. The sausage is wrapped in 64 layers of pastry, complete with a new glaze to produce a golden colour.
According to Wall’s, a series of independent research studies saw consumers rating its new recipe significantly higher across six categories including appearance, filling, texture, and flavour.
The updated recipe will be rolled out this month across the entire sausage roll range, including standard, jumbo, cocktail, snack and dinky variations.
“Our Wall’s Rolls range are a clear market leader, achieving record sales and growing +21% over the past year,” said Wall’s brand director Jason Manley, citing IRI data for the 52 weeks up to 19 April.
“This relaunch represents a major investment in our brand quality and our ambition to delight our loyal consumers every single time. As the beacon brand in the category, our focus is on drawing new shoppers to the fixture and fuelling category growth through continuous improvement and product innovation.”
Refreshed packaging features a ‘bold’ design that includes product photography for the first time, which the company said will enhance standout on shelf.
The relaunch is being supported by a print, digital and social media campaign, as well as consumer sampling and in-store promotional activity.
Wall’s Pastry is owned by The Compleat Food Group, which is also home to brands including Pork Farms, Squeaky Bean, Unearthed, Vadasz, and Wrights.