Greggs has seen a 58 percent first half profit rise following the launch of its now-famous vegan sausage roll.
The high street bakery launched the product on January 3 in 900 of Greggs' 1,800 stores. According to Greggs, its vegan sausage roll was 'designed to mirror some of the sausage roll's classic features, including 96 layers of light and crisp puff pastry, but instead is made with a bespoke Quorn filling'.
The bakery soon revealed that the product would be rolling out across all of its UK outlets as it was selling out in branches nationwide.
Vegan sausage roll
Now the publicity around the product - as well as sales - has been largely credited for what Greggs Chief Executive Roger Whiteside described as an 'exceptional' year.
"The launch of the now famous vegan-friendly sausage roll took this to another level, with initial demand significantly outstripping our expectations," he told Radio 4.
"The product has remained extremely popular with customers and is now one of our top sellers, demonstrating the demand for greater dietary choice in food-on-the-go."