At 466g the new cruelty-free roll is almost four times heavier and twice as long as a standard roll. Morrisons Supermarket is certainly embracing the vegan trend. Morrisons has now introduced the foot-long vegan sausage roll.
The meatless sausage roll will be baked fresh in the Morrisons Market Street bakers and so will be available freshly baked at the counter. As it’s so big it will need its own special baking trays. The roll uses soya mince flavoured with herbs and spices. It is all wrapped in a dairy-free pastry.
Morrisons’ pie expert Steven Halford welcomed the new product saying: “Our original foot-long sausage roll caught the imagination of the nation so we’ve worked hard to make sure everyone – including vegans – can now tuck into our creation. Sharing is optional.”
Plant-based pastry market growing
The Morrisons plant-based pastry section is growing all the time. It already includes a “Corn-ish” pasty as well as a standard size “no sausage” roll. The rest of the store is following suit – the counter section offers a “pulled-pork” vegan pizza and in addition to the now-standard “free-from” section the store also stocks Tuno the tuna meat-free substitute.
The Morrisons move to create something unique in the vegan sausage roll market comes almost a year after Greggs released a vegan version of its famous sausage roll. That launch was a spectacular success which was almost single-handedly responsible for a 58% rise in the chain’s profits.