Britain’s Greggs introduced a vegan version of its well-liked steak bake on Thursday, intending to capitalize on the progress of the meatless sausage roll that has promoted the baker’s profits and helped fuel an 80% rise in its share price in 2019.
Greggs stated the new product reflected the original; however, it used meat substitute Quorn instead of steak in its filling.
The rollout, which was lingered on social media, comes a year after it launched its vegan sausage roll, which it said was undoubtedly one of its quickest selling products for the last six years.
CEO Roger Whiteside said: “Our Vegan Sausage Roll was a huge success and we’ve been working tirelessly to expand our vegan-friendly offering and give more scrumptious savory meals on-the-go options for folks looking to scale back their meat intake.”
A rising number of Britons are both reducing their consumption of meat or are cutting it out of their diets altogether.
Sales of red meat in Britain contracted by 185 million pounds ($244 million) in 2019, though sales of poultry and fish increased slightly, according to The Grocer, which cited an analysis by Nielsen.
Retailers and supermarkets are reacting to the trend by introducing more vegan and vegetarian varieties and menu options.
Greggs said its vegan steak bake would cost from 1.55 pounds ($2.05), initially throughout 1,300 shops from Thursday and an extra 700 on January 16.