High-street bakery chain Greggs has recorded record profits following the unparalleled success of its vegan sausage roll.
The vegan sausage roll has proved so popular in fact that the company announced shortly after the launch that annual sales have broken through £1bn for the first time, and they’re crediting the fanfare around the launch of its vegan sausage roll for driving this sharp rise in sales.
Chief Executive at Greggs, Roger Whitside, said that the company was having an “exceptional year”, with sales up nearly 15% in total.
Gregg’s had previously invested “millions of pounds” into strategies with the intention of transforming the public’s perception of the brand, but it was the phenomenal success of the launch of the vegan sausage roll that saw customers flocking to its stores.
Whiteside added that the publicity surrounding the vegan sausage roll was beneficial to Greggs as it saw new customers visiting the stores and sampling the rest of its ranges. However, despite the demand for the vegan product remaining strong, sales of its traditional sausage roll are also rising.
Discussing the unparalleled popularity of the vegan sausage roll shortly after its launch, Whiteside said: “It’s taken us by surprise quite how much excitement it has created. We’re not giving out numbers – it’s in the hundreds of thousands – but it is the fastest-selling new product we have launched in six years. It’s literally flying off the shelves.”
Whiteside also confirmed that Greggs was exploring the possibility of launching more vegan options following the unparalleled success of the vegan pastry.