Wall’s has launched a new High Protein Sausage Roll, which marks the first in the UK to roll out across retail.

The new product taps into one of the biggest trends among food consumers today while reimagining a popular British snack.

The Wall’s High Protein Sausage Roll is available for a recommended retail price of £1.50 in a 120g format at Tesco and Morrisons from April and May this year.

Brand director at The Compleat Food Group Jason Manley said: “We’re building on the momentum of four consecutive years of strong growth and supporting our position as the UK’s best-selling sausage roll brand.

“We’re on a mission to delight shoppers by building on Britain’s love of sausage rolls and continuing to add value to the category.

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“Being the UK’s first brand to bring a high-protein sausage roll to retail is a big step forward. It brings genuine innovation, recruits new shoppers, and shows that food can be both functional and great-tasting.”

This launch aims to expand the customer base to younger, health-conscious shoppers within the chilled pastry category.

The roll is also HFSS compliant, and the launch comes after research from Vypr found that 70 per cent of chilled pastry buyers said they would purchase a higher-protein product from Wall’s.

The retail listings will be supported by a major multi-channel marketing campaign which is designed to drive brand awareness and promote purchasing.

This involves trial price promotions, in-store and point-of-sale presence, as well as investment across social and digital platforms to appeal to younger shoppers.