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The sausage rolls are the company’s first foray into savoury pastry and were launched in response to an increased demand for plant-based options for all meal occasions.

Meat alternatives have become the fastest-growing area of the chilled savoury pastries sector, increasing 123% year-on-year (Kantar Worldpanel Online data, 52 w/e 4 October 2020).

Food and drink manufacturers have announced a string of new plant-based and meat alternative products over the past year, with producers capitalising on changing consumer demands after COVID-19 lockdowns.

Meat alternative launches

Meat alternative launches by Finnebrogue Artisan, wheat-based bacon and cake bars all feature in last month’s round-up of the latest developments in plant-based food and drink.

Meanwhile, plant-based food brand Cauldron has added to its tofu and snacking ranges​ with the launch of two vegan products.

Research by Meatless Farm found a third of British consumers ate more plant-based food in 2021 and intended to do so throughout the year.

The company has also added three savoury pastry slices to its portfolio – Peppered Steak, Katsu Chicken and Sausage, Cheese and Bean – which are available across retail and foodservice.

London vending machine

The sausage roll vending machine will operate from 11:30am to 7pm at London’s Southbank tomorrow (5 June), which is recognised as National Sausage Roll Day. Meatless Farm hopes the initiative will get its plant-based products into the hands of even more consumers.

“Innovation is at the heart of our category but that shouldn’t stop at NPD – we need to drive innovation when it comes to marketing,” ​said Michael Hunter, chief growth officer at Meatless Farm. “The more we can engage a broader audience the greater the impact we’re going to make when it comes to planet and health.”

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