Greggs has been trying to create a vegan sausage roll for “some time now”. In fact, rumours of its development has been circulating for years. It was hinted as a probable eventuality to i way back in early 2017.

“It has not been easy but our taste panel customers all love this one”

Roger Whiteside 

In early December, a leaked email seemed to all but confirm a plant-based version of Greggs’ most popular and famous pastry.

According to the note in question, a Greggs representative wrote: “We’re really excited about the launch of the Vegan Sausage Roll as we know you and our customers will be too.”

The launch follows strong consumer demand, including a petition for an alternative to the pork-based classic by PETA more than 12 months ago. It was signed by more than 20,000 people.

We now have a launch date and some details on the new product. Greggs said the vegan roll will be released in 950 stores on 3 January. The pastry is similar to the original, crisp and fatty – though not made with butter, obviously, but vegetable oil – and inside is a “bespoke Quorn filling”. It will cost £1.

Greggs’ upcoming marketing campaign is clearly a riff on an Apple iPhone launch, all smoke and mirrors and, well, this video…

‘Flavour pure Greggs’

And why wouldn’t the company liken itself to Apple? In the UK, it’s just as popular (sort of). Greggs sells 1.5 million sausage rolls per week. The snack is an icon, and the Newcastle-based bakery will be hoping to tap into a growing vegan market. While an apparent 3.5 million UK vegans is probably overstretching it, we imagine Greggs will see some success.

Roger Whiteside, chief executive at Greggs, said: “Like many food retailers we have seen increasing demand for vegetarian and vegan products. We have been trying to develop a vegan version of our famous sausage roll for some time now.

“It has not been easy but our taste panel customers all love this one, so we have decided to launch it as our contribution to Veganuary.”