Wall’s Pastry introduces high protein sausage roll to UK retail

Wall’s Pastry is strengthening its leading position in the category with the launch of Wall’s High Protein Sausage Roll, marking a UK first. Wall’s has reimagined a British classic to deliver 16g of protein, with just 303 calories, and the great taste the brand is known for, all in a snacking format.

Wall’s High Protein Sausage Roll (120g, RRP £1.50) is available across the UK in Tesco and Morrisons from April, and in C&I from May 2026.

With ever-growing demand for high-protein foods, the launch is aimed at recruiting younger, more health-conscious shoppers into chilled pastry, offering a high-protein option that fits seamlessly into a balanced lifestyle.

The roll is also HFSS compliant, making it an accessible choice for shoppers looking for a protein-packed, lower-calorie snack without compromising on flavour.

Jason Manley, brand director at The Compleat Food Group, home of Wall’s, said: “This is a landmark launch for Wall’s and for the category. We’re building on the momentum of four consecutive years of strong growth and supporting our position as the UK’s best-selling sausage roll brand.

“We’re on a mission to delight shoppers by building on Britain’s love of sausage rolls and continuing to add value to the category. Being the UK’s first brand to bring a high-protein sausage roll to retail is a big step forward. It brings genuine innovation, recruits new shoppers, and shows that food can be both functional and great tasting.”

The launch will be supported by a major, multi-channel activation plan designed to drive awareness and promote purchase. This includes introductory trial price promotions, strong in-store and digital point-of-sale presence, targeted digital couponing, and investment across social and digital media to reach younger and more health-focused shoppers.