Ginsters vegan sausage roll to hit store shelves

By James Ridler contact

- Last updated on GMT

Quorn has partnered with Ginsters to launch a vegan sausage roll
Quorn has partnered with Ginsters to launch a vegan sausage roll

Related tags: vegan

Ginsters has partnered with meat-alternatives brand Quorn to develop its own vegan sausage roll, as Quorn struggles to meet demand for its products.

The launch comes just over a year since high street baker Greggs launched its own vegan sausage roll, which it followed up with its vegan steak bake last month.

Available in Co-op stores from 15 April, the Ginsters Quorn Sausage Roll features a high-in-fibre sausage, peppered in herbs and spices and wrapped in a light puff pastry.

Commenting on the launch, managing director Kieran Hemsworth said: “The days of having to give up favourite foods in order to honour vegan or flexitarian diets are long gone. It’s no longer taste versus diet – you can have the best of both worlds.”

Meat-free partnership

The Ginsters vegan sausage roll marks the second collaboration between Quorn and the manufacturer, which began with the successful launch of its vegan pasty last year.

Quorn director of business development Andy Smith added: “We’ve been blown away by the amazing response that we have received for our Ginsters Vegan Quorn Pasty. It has won fans among both vegans and vegetarians, as well as those simply cutting down on their meat intake.

“Teaming up with Ginsters to extend the partnership and create a Vegan Quorn Sausage Roll was a natural and exciting progression.”

However, the unprecedented growth of consumers looking for meat-free products – sparked by a record 400,000 consumers taking part in Veganuary this year – has left Quorn unable to meet demand.

Increase production levels

As a result, the manufacturer planned to increase production levels to make its products more accessible to as many consumers as possible and work closely with its retail partners to forecast demand and minimise shopper inconvenience.

A spokesman said Quorn could not confirm when it would be able to fully meet demand for all products.

“This is partly because there’s uncertainty as to how many of the hundreds of thousands of people who enjoyed meat alternatives, including Quorn and Cauldron, for the first time during Veganuary will remain in the category and, if so, what their purchasing levels will be,”​ said the spokesman.

“We are monitoring the situation carefully to ensure that we meet as many of our customers’ requirements as possible.”

Meanwhile, Veganuary 2020 gave rise to a number of plant-based launches. Check out our photo gallery here​.

Related topics: NPD, Veganism

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