The chain added a savoury “Mexican bean vegan wrap” to its sandwich range in May last year.UK’s largest bakery chain acts after petition called for vegan version of bestselling product“Like many food retailers we have seen increasing demand for vegetarian and vegan products,” said Roger Whiteside, the chief executive of Greggs. Catherine Shuttleworth, founder of the agency Savvy Marketing, and commentator on retail marketing told the Financial Times that the Greggs vegan sausage roll campaign had demonstrated how social media can drive the agenda, creating a “water cooler moment” and connecting to customers. "Oh hello Piers, we've been expecting you," was the immediate tweet, a James Bond-inspired, gently droll putdown that was the perfect riposte.People wanting "healthier food options" could now find them at the chain, he said.The snack, made from meat substitute quorn, launched at the start of the year, coinciding with Veganuary when many people go vegan for a month.
News of the new product emerged via a leaked email to Peta in December but the launch details were confirmed on Wednesday.The new vegan sausage roll will be on sale in 950 of Greggs’s 1,850 UK shops from Thursday, costing £1 – 5p more than the traditional meat version.
The UK’s largest bakery chain, Greggs, is to launch a vegan sausage roll this week. The company, which sells 1.5m traditional pork sausage rolls a week, says the new version, which will be on sale from Thursday, has been designed to mirror some of the original’s classic features. The challenge for marketing was not making the product appeal to vegans; we knew they were waiting for it. 'Hello Piers, we've been expecting you' - industry pros salivate over Greggs vegan sausage roll PR masterclass. 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.”Supermarkets are also expanding their plant-based ranges. The challenge was making sure the new product didn’t detract from the classic sausage roll, and that the key message connected more broadly across the national food conversation. "There's a lot to like about Greggs - it's a publicity machine, recession-proof, and has a knack for adapting to consumer habits," said Arlene Ewing, Investment Manager at Brewin Dolphin.
Greggs now has 1,953 stores across the UK, and Mr Whiteside said it planned to get to 2,000 stores by the end of the year.This hard work is evident in the results - a decent increase in pre-tax profits, and, best of all for investors, the prospect of a special extra dividend later in the year.What happens to your body in extreme heat?The update on current trading came as the firm said annual sales had broken through £1bn for the first time.Pre-tax profit last year rose 15% to £82.6m, marking the fifth year in a row that profits have increased.Publicity surrounding the campaign exploded when Piers Morgan, presenter of ITV's Good Morning Britain, criticised the new snack, calling Greggs "PC-ravaged clowns" in a tweet. “We have been trying to develop a vegan version of our famous sausage roll for some time now. The ad campaign for its vegan sausage roll has been called "a master class in public relations" by the industry magazine PR Week. Marks & Spencer has this week launched Plant Kitchen, a new collection of more than 60 meat and dairy-free plant-based fresh meals, salads and snacks.
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