Greggs is rolling out the availability of its vegan sausage roll across its estate, capitalising on huge PR success it has generated.
The brand has even introduced a dedicated online Vegan Sausage Roll Locator to track the rollout.
The offer is currently available in half of Greggs’ 1,950 locations.
An additional 250 shops a week will start selling the animal product-free pastry until 8 March, when every Greggs in the country will stock the “sausage” roll for the first time.
Analysts at UBS said this morning that the new product had helped boost Greggs’ stock, which is up by almost 70% since July.
Analysts still the like the company which they note has shown “resilience” in the face of an “uncertain UK consumer backdrop”, but that rise means they see little value in it at the moment.
“We believe that the business has a strong medium-term outlook, with a sustainable and high-quality store roll-out, and opportunities to drive operational momentum with product and operational enhancements, brand perception improvement and digitalisation among other initiatives,” read a note to clients.
“However, with the stock up c.70% since its 12-month lows in July, and 15% above the previous peak, we believe that this sustained performance is now broadly priced in.”