UK bakery chain Greggs has launched a Vegan Sausage Roll Locator to help customers finally get a taste of the elusive plant-based treat.

The vegan sausage roll caused mass hysteria on release at the start of the year, and customers across the country have been at times left disappointed as Greggs struggled to keep up with overwhelming demand.

But the chain has announced it will roll out the sausage rolls to every UK store by March 8.

It has also launched a vegan sausage roll finder, in which hungry vegans can search for their nearest store stocking the roll.

Greggs hit the headlines after meat-eaters reacted with outrage the roll’s launch, but trolls including Piers Morgan were met by the Greggs’ social media team in a particularly sassy mood.

That contributed to incredible demand for the vegan pastry treat, which sold hundreds of thousands in the first few days.

Viral

After the launch Roger Whiteside, chief executive at Greggs, told the Chronicle Live: “The world has been consumed by the vegan sausage roll. It’s gone viral, which is great. It’s taken us by surprise quite how much excitement it has created.

“We’re not giving out numbers – it’s in the hundreds of thousands – but it is the fastest selling new product we have launched in six years. It’s literally flying off the shelves.

“We launched it in 900 shops. But with all the hype surrounding it, it sold out straight away and we have 900 shops who didn’t get it who are screaming out for it, so we are chasing our tail getting availability running.

“But you can’t just turn on a tap. We have to gear up production until we can respond and get the products out there, so it’s going to be hand to mouth availability in the next couple of weeks.”

The chain has also revealed its plans to introduce more vegan options to its menu.

• Read: Greggs boss converted to veganism after watching The Game Changers

What do you think of the Greggs vegan sausage roll? Tell us in the comments below!

Oli Gross

Oli’s career and personal ethical values both help shape his reporting of the diverse world of veganism. His background is in local newspaper and magazine journalism, and his work has included reporting court cases, celebrity interviews, business analysis, food and drink features and government legislation.

See author's posts