Skip to content
Subscriber Only

How Greggs Made Its Vegan Sausage Roll a Social Media Sensation

  • Vegan alternative to meat roll among its best selling foods
  • Twitter controversy helped spur publicity around the new roll
The Greggs vegan sausage roll.
The Greggs vegan sausage roll.

Source: Greggs

Think of British food and there’s a good chance fish and chips are on the list. While it may be a Friday family favorite, the sausage roll remains the go-to lunch snack for frugal students and blue-collar workers. Problem is, the pastry and sausage-meat concoction is definitely off limits for the ranks of vegans.

It now looks like the no-frills food chain Greggs Plc, ubiquitous in U.K. towns and transport hubs, has found a secret marketing ingredient for both carnivores and herbivores -- a sprinkle of social media. The company introduced a vegan sausage roll in January and the online brouhaha turned its plant-based alternative into a hot seller.