Greggs launched its vegan sausage roll in January in around half of its stores. Within weeks, it was selling out across the UK, and was rolled out to all its 1,900 outlets in March.
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."
As a result, the chain will be catering to the demand for animal-free foods with more products.
"Many customers are demanding more non-meat products and we want to offer more choices," Whiteside told the Evening Standard.
"It took us a couple of years to perfect our vegan sausage rolls, and I can now reveal our staff are working hard in our testing kitchens to make new meat and dairy-free products suitable for vegans. The range will get wider in the future."