Proper Lancashire baker Holland’s Pies is launching, for the first time ever, a vegan product – the Vegan Roll which will be available in Morrisons stores across the North West.

Vegetarian Society Vegan approved, the Vegan Roll resembles the classic sausage roll in appearance but is filled with a soya protein, all encased in mouth-watering flaky pastry and seasoned with a mix of herbs. This addition to the savoury pastry market is not only great for vegans, but for those looking to cut down on their meat consumption and in search for a convenient, tasty snack on the go.

With one in eight Brits identifying as vegetarian or vegan and 30 per cent of the UK population actively cutting down on or cutting out meat entirely*, the ever-increasing demand for this sector is what has prompted Holland’s to explore the sector.

From 4th May, the Vegan Roll is available in Morrisons stores across the North West and has an RRP of £1.25 with a pack weight of 132g. The Vegan Roll can be cooked from fresh in the oven in just 18 minutes or from frozen in less than 30 minutes, giving the roll that great oven bake taste, perfect for consumers looking to recreate the fresh from the bakery experience at home.

Leanne Holcroft, Brand Manager at Holland’s Pies said: “We are incredibly excited to launch our first ever vegan product, after receiving lots of feedback from fans following the launch of our extended vegetarian range in 2019.

“In January alone, over 400,000 people signed up to take part in Veganuary to reduce their meat-consumption and sample the vegan lifestyle**, so it is important for us to tap into newer emerging markets and food trends.”

The launch will be supported by social media content to drive sales with a marketing and communications campaign to follow over the winter months.

The Holland’s Pies trade portal can be accessed via and customers can order or download point of sale materials via the trade portal, as well as product images and various useful documents.

*Waitrose data, November 2018

**Veganuary 2020

Comments are closed.


To use this website, you must be aged 18 years or over
* by clicking above, I agree that I am over 18 years of age