Wall’s sausage roll rebrand includes new recipe and pack design

The sausage rolls have a new blend of herbs and spices and are wrapped in 64 layers of pastry

wall's rebrand

Wall’s has undergone a rebrand which it claims is the largest in its history, as it aims to attract new shoppers.

The rebrand involves the brand’s biggest recipe change for a decade, as well as a packaging refresh.

The recipe change involves a secret blend of herbs and spices developed by the Wall’s team of chefs. Additionally, the upgraded sausage is wrapped in 64 layers of pastry and a new glaze.

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A series of independent research studies was undertaken, during which consumers rated the new recipe higher than the previous one across six categories including appearance, filling, texture and flavour.

Additionally, the packaging refresh includes the use of product photography for the first time in Wall’s history.

Jason Manley, brand director at Wall’s Pastry, said: “Our Wall’s Rolls range are a clear market leader, achieving record sales and growing by 21% over the past year. This relaunch represents a major investment in our brand quality and our ambition to delight our loyal consumers every single time. As the beacon brand in the category, our focus is on drawing new shoppers to the fixture and fuelling category growth through continuous improvement and product innovation.”

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