# Reformulated Vegan Sausage Rolls The Wall’s Tasty Vegan Jumbo Roll Has a Tasty, Authentic Profile By Michael Hemsworth | Published 2023-08-21 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/walls-tasty-vegan-jumbo-roll References: [talkingretail](https://www.talkingretail.com/products-news/foodtogo/new-recipe-for-walls-vegan-jumbo-roll-21-08-2023/) & [compleatfood](https://www.compleatfood.com/brands/walls/)  The Wall’s Tasty Vegan Jumbo Roll has had its recipe reformulated to give it an even tastier, more authentic profile as a way to expand access and introduce more consumers to meat-free fare. The product is suitable for vegetarians, vegans and flexitarians alike, and is crafted with a combination of textured pea protein along with giant couscous, which perfectly replicates the taste and texture of meat. The sausage roll also features sauteed onions with an authentic blend of herbs and spices to further match the original flavor of what one would find in a meat-made alternative. Brand Director at [Wall's Pastry](https://www.trendhunter.com/trends/walls-pastry-products) Jason Manley spoke on the reformulated Wall’s Tasty Vegan Jumbo Roll saying, "With this recipe reformulation, our aim has been to draw new shoppers to the fixture by offering a newly improved [plant-based sausage roll](https://www.trendhunter.com/trends/higgidy-rolls) that has the same incredible great taste, high quality, and exceptional value that makes [Wall’s Sausage Rolls’](https://www.trendhunter.com/trends/walls-pastry-slices) Britain’s favourite.” ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 15% | Activity: 35% | Freshness: 17% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Reformulated Vegan Products:** Expanding flavors and improving the taste and authenticity of vegan products can attract a wider range of consumers. - **Textured Pea Protein:** Using textured pea protein as a meat alternative ingredient can replicate the taste and texture of meat in vegan products. - **Authentic Plant-based Alternatives:** Creating vegan alternatives that accurately mimic the taste and flavor profiles of meat can appeal to vegetarians, vegans, and flexitarians alike. ### Industries Being Reshaped - **Plant-based Food:** The plant-based food industry can innovate by refining and enhancing the flavor and authenticity of vegan products to attract more consumers. - **Food Manufacturing:** The food manufacturing industry can explore the use of textured pea protein as a sustainable and realistic alternative to meat in various products. - **Snack Food:** The snack food industry can create authentic plant-based alternatives that replicate the taste and texture of meat-based snacks to cater to a broader customer base. ## Related on Trend Hunter - [Savory Meat-Free Pastry Snacks](https://www.trendhunter.com/trends/walls-pastry-vegan-range.md) - [Vegan-Friendly Sausage Rolls](https://www.trendhunter.com/trends/vegan-sausage-rolls.md) - [Microwaveable Plant-Based Pastries](https://www.trendhunter.com/trends/walls-pastry-slices.md) - [Faux Meat Sausage Rolls](https://www.trendhunter.com/trends/vegan-sausagey-rolls.md) - [Vegan English-Style Sausages](https://www.trendhunter.com/trends/cumberlandstyle-sausages.md) - [Juicy Meat-Free Sausages](https://www.trendhunter.com/trends/new-plantbased-sausage.md) - [Versatile Vegan Ham Products](https://www.trendhunter.com/trends/vegan-ham-spicker-type-meat-sausage.md) - [Veggie-Based Sausage Ranges](https://www.trendhunter.com/trends/richmond-veggie-tasty-range.md) - [Pickle-Infused Pastry Products](https://www.trendhunter.com/trends/walls-pastry-products.md)