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The vegan sausage roll was launched on January 3 in 900 stores, attracting huge amounts of attention in the media, as well as becoming the center of a celebrity row featuring Piers Morgan, who pretended to vomit after sampling the roll on television.
At the time of the launch, Greggs revealed to PBN that the roll had been ‘designed to mirror some of the sausage roll’s classic features, including 96 layers of light and crisp puff pastry, but instead is made with a bespoke Quorn filling’.
Vegan sausage roll demand
“It’s taken us by surprise quite how much excitement it has created,” Roger Whiteside, Chief Executive at Greggs, said. “We’re not giving out numbers – it’s in the hundreds of thousands – but it is the fastest selling new product we have launched in six years. It’s literally flying off the shelves.
“We launched it in 900 shops. But with all the hype surrounding it, it sold out straight away and we have 900 shops who didn’t get it who are screaming out for it, so we are chasing our tail getting availability running.
“But you can’t just turn on a tap. We have to gear up production until we can respond and get the products out there, so it’s going to be hand to mouth availability in the next couple of weeks.
“We didn’t know if it would sell or not. Now we know it’s selling out we need to get it out there. The priority is to get it into existing shops, and then the other shops who didn’t get it will get it. We are pulling out all the stops to get it out there as quickly as possible.”