Wall’s Pastry has boosted its range with a duo of vegan microwaveable slices.
The brand, which first entered the plant-based category in 2019, has added Hearty Chilli Bean and Red Thai Curry slices to its roster.
The duo would offer “a modern twist on the brand’s iconic product range of sausage rolls and other savoury pastries”, said the brand, and would showcase flavours from around the world.
The Hearty Chilli Bean slice is filled with kidney beans, red peppers and sweetcorn in a spicy chilli sauce, and contains 371 calories per slice, while the Red Thai Curry slice contains roasted sweet potatoes, red peppers and coconut in a curry sauce, ringing in at 394 calories per slice (rsp: £1.50/180g).
Moving away from meat “should never mean compromising on taste, or convenience”, said Wall’s Pastry brand manager Mike Holton. “Our microwave slices are designed to fit into busy routines and are perfect for a working from home snack, a quick office lunch or even as a tasty meal for students.”
The NPD follows the launch of Wall’s first pair of world foods-inspired slices – Mexican Chicken Fajita and Chilli Beef Burrito – which rolled out in November 2020.
“After seeing the success of our existing microwave slices, we’re really excited to bring this popular range to our vegan customers and expand further into the plant-based snacking space,” said Holton.
Upon launch, Wall’s positioned the slices as its first microwave range because they were designed specifically to be heated up, while its other products could be eaten hot or cold.
It comes amid a flurry of innovation and growing competition in the savoury pastries category.
Higgidy, for instance, has considerably expanded its range in 2021 and this week announced its first video advertising campaign, while Ginsters – also owned by Higgidy parent company Samworth Brothers – has boosted its plant-based range and moved into world foods-inspired bakes.
Brands from outside the category are eyeing it as a potential hotspot for growth – particularly when it comes to tapping meat-free shoppers. Meatless Farm, for instance, debuted in savoury pastry chillers in March with its own spin on the vegan sausage roll.
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