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'.
It was launched on January 3 in 900 of Greggs' 1,800 stores. The bakery later revealed that the product would be rolling out across all of its UK outlets. Now the roll is selling out in branches nationwide.
Vegan sausage roll
According to Greggs Chief Executive Roger Whiteside, the brand is surprised at how much attention the vegan sausage roll has whipped up. He revealed it is the fastest selling new product Greggs has launched in six years.
"With all the hype surrounding it, it sold out straight away and we have 900 shops who didn't get it who are screaming out for it, so we are chasing our tail getting availability running," he added.
"But you can't just turn on a tap. We have to gear up production until we can respond and get the products out there, so it's going to be hand to mouth availability in the next couple of weeks.
"We didn't know if it would sell or not. Now we know it's selling out we need to get it out there. The priority is to get it into existing shops, and then the other shops who didn't get it will get it. We are pulling out all the stops to get it out there as quickly as possible."