Wall’s, the top sausage roll brand in the UK, is undergoing the most significant relaunch in its history. The move is aimed at cementing its reputation for superior quality, outstanding flavour and excellent value to both its current and potential customers.
The brand’s sausage roll range will see its most substantial recipe change in almost 10 years. After a year-long project, backed by extensive customer research and testing, Wall’s has revamped every aspect of its sausage roll recipe to produce its best version yet.
Premium cuts of pork shoulder and pork belly form the basis of the new sausage rolls, which are perfectly seasoned with a blend of herbs and spices that have been developed by Wall’s team of chefs. The upgraded sausage is enveloped in pastry comprising of 64 layers and bakes to a rich, golden hue, giving it an enhanced glaze.
The recipe’s success was accomplished through a series of independent research studies that delved into what makes a sausage roll truly exceptional. Customers rated the new recipe very high in six categories, including appearance, filling, texture and taste.
Furthermore, Wall’s has also refreshed all its packaging across their pastry range with a bold, eye-catching redesign, complete with product photography – an industry first. The new recipe is set to launch this June, improving further on the company’s remarkable growth over the past year.
To support the relaunch, Wall’s has embarked on a significant marketing programme inclusive of digital and social media, consumer sampling, print advertising, public relations and in-store promotional activity.
Jason Manley, the Brand Director at Wall’s Pastry, which is a part of The Compleat Food Group, explained: “Our Wall’s Rolls range is a clear market leader, achieving record sales and growing +21% over the past year. 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.”
He added: “We’ve listened to our consumers through every step in the process to create a sausage roll that’s better in every single way and has fresh new packaging to match. As always, at our core remains our firm commitment to the incredible great taste, high quality, and exceptional value that makes Wall’s Sausage Rolls Britain’s favourite.”
