By launching a vegan sausage roll, frozen food brand Birds Eye has expanded its plant-based product range in the UK. Birds Eye has already launched several plant-based products, including vegan burgers, sausages, and meatballs.
The rolls are made from a seasoned pea protein filling encased in a flaky puff pastry, with tastes and textures replicated to mimic the traditional Birds Eye Homebake frozen sausage rolls.
“This is a major strategic launch into an increasingly important and fast-growing segment within the plant-based foods space,” Steve Challouma, marketing director of Birds Eye said. The sausage rolls are now available at major UK supermarkets, including Tesco and Sainsbury’s. They are sold in packs of four and are currently retailing for an introductory price of GBP1,50.