Wall’s Pastry is moving into the chilled meat free market with the launch of its first ever vegan range.
Available to order now, the line-up includes an on-the-go meat-free vegan jumbo roll and BBQ jackfruit jumbo roll, as well as snack-friendly packs for both variants.
The new additions are set to tap into the growing consumer demand for plant-based alternatives and allow the Wall’s Pastry to attract consumers following a flexitarian diets or a strict vegan diet.
The brand’s vegan jumbo roll (rrp £1.25 / 120g) is made with a special mix of minced mushrooms, oats and seasoning, wrapped in a light, vegan puff pastry.
Wall’s BBQ jackfruit jumbo roll (rrp £1.25 / 120g) is filled with flavourful pulled jackfruit and hickory smoked BBQ sauce. Both rolls are also available in a snack-sized pack of four (rrp £1.50 each / 4 x 30g).
Michael Holton, brand manager at brand owner Addo Food Group, commented “Meat remains at the heart of our business, but times are changing and we believe everyone should be able to enjoy our products, no matter what diet they follow.
“We have listened to our customers and wanted to offer vegan alternatives to our more traditional products. We have therefore spent a lot of time creating the perfect formula for our vegan range, to ensure we brought the best products possible to market – and we think they are worth the wait.”
Holton added: “We are confident that retailers will be able to capitalise on the growing opportunity plant-based alternatives provide, with a product that targets vegans as well as those simply looking to eat less meat.”
Both products feature ‘plant based’ labelling to ensure shopper confidence and the brand’s green and yellow colours are designed to provide greater on-shelf standout.