Greggs Shares Jump 13% Since Vegan Sausage Roll

Sausage Roll
© chrisdorney - stock.adobe.com

UK baked goods chain Greggs has announced it expects annual sales and profits to be “materially higher” this year, following the phenomenal success of its £1 Quorn sausage rolls, which saw demand outweighing supply around the country upon its launch this January.

A marketing success took place after anti-vegan broadcaster Piers Morgan spoke out about the vegan sausage roll, and Greggs’ witty responses created a huge social media following. Supplies of the pastry roll sold out around the UK and hundreds of thousands of sales were made in the first week alone.

Greggs announced annual sales surpassed £1bn for the first time and the company’s market value has soared to over £2bn since the vegan launch. Chief executive Roger Whiteside said, “Greggs has started 2019 in great form, helped in part by the publicity surrounding the launch of our vegan-friendly sausage roll.

“More people are coming. Awareness of the brand has never been higher and the vegan roll has helped with publicity and encouraging people to come and have a look at what we’re doing.”

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