Wall’s, the UK’s no.1 sausage roll brand, is strengthening its leading position in the category with the launch of Wall’s High Protein Sausage Roll, marking a UK first.
After a year in development, the new High Protein Sausage Roll taps into one of the biggest trends shaping food choices today, with shoppers actively seeking higher-protein versions of their everyday favourites. So, Wall’s has reimagined a British classic to deliver 16g of protein, with just 303 calories, and the great taste the brand is known for, all in a convenient, satisfying snacking format.
Wall’s High Protein Sausage Roll (120g, RRP £1.50) is available nationwide in Tesco and Morrisons from April, and in C&I from May 2026.
With ever-growing demand for high-protein foods, the launch is aimed at recruiting younger, more health-conscious shoppers into chilled pastry, offering a high-protein option that fits seamlessly into a balanced lifestyle.
The roll is also HFSS compliant, making it an accessible choice for shoppers looking for a protein-packed, lower-calorie snack without compromising on flavour.
Further supporting this opportunity and demonstrating the power of the Wall’s brand to add value to the category, 70% of chilled pastry buyers say they would purchase a higher-protein product from Wall’s {1}.
Jason Manley, Brand Director at The Compleat Food Group, home of Wall’s, said: “This is a landmark launch for Wall’s and for the category. We’re building on the momentum of four consecutive years of strong growth and supporting our position as the UK’s best-selling sausage roll brand.
“We’re on a mission to delight shoppers by building on Britain’s love of sausage rolls and continuing to add value to the category. Being the UK’s first brand to bring a high-protein sausage roll to retail is a big step forward. It brings genuine innovation, recruits new shoppers, and shows that food can be both functional and great tasting.”
The launch will be supported by a major, multi-channel activation plan designed to drive awareness and promote purchase. This includes introductory trial price promotions, strong in-store and digital point-of-sale presence, targeted digital couponing, and investment across social and digital media to reach younger and more health-focused shoppers.
{1} Vypr Dec 25
Comments are closed.