Iceland has shaken-up the traditional sausage roll category with the debut of a new sprinkles and sauce product.

Launching as part of Iceland’s new brand accelerator scheme, Brand on Ice, the new Epic Rolls products feature sausage roll with sauce and sprinkles concept.

Inspired by fast-food flavours, the range comprises of six new 130g products: Cheese Burger, Lip Lickin’ Chicken, Smoky BBQ Pork, Hot Dog, Peri-Peri Chicken and Onion Bhaji flavour.

Set to launch exclusively across Iceland and Food Warehouse stores from today (27 August), the brand – owned by Welsh baker Peter’s – has been designed to attract younger shoppers and bring an “exciting new twist” to the sausage roll category.

Epic Rolls brand manager Owain Jones said: “We’re taking big flavours that everyone knows and loves, wrapping them up in sprinkle topped pastry, and launching them in epic eye-catching packaging that’s going to really stand out on shelf.

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“We know sausage rolls are winning in the pastry category, but flavours are limited, and no one is catering for younger shoppers.”

Iceland head of innovation and licensing Oliver Gilding added: “It’s great to be the first to stock Epic Rolls, which we helped to bring to market as part of our quarterly Brands on Ice new product and innovation showcase.

“Epic Rolls was chosen from hundreds of entries. The flavours, format and packaging are unlike anything else in pastry, we know our shoppers are really going to enjoy these rolls.”

The new product launch follows in the wake of the first round of of Iceland’s Brands on Ice initiative.

The quarterly scheme is backed by the supermarket’s £100,000 investment fund in a bid to support emerging and established brands to pitch ground-breaking product ideas, and last month exclusively debuted new Britvic, Müller and Happy Egg products.

Speaking to Grocery Gazette earlier this month, Gilding said the initiative was different from what other retailer were currently offering.

“We’re working hand in glove with each of the brands in a completely different way than we would have ever done previously and where the rest of the retail have very stringent requirements on how brands launch within their stores,” he said.