Will veganism last longer than Veganuary?
It takes a feat of marketing brilliance to create an iconic food item – few companies manage it. McDonald’s has its Big Mac, Burger King created the Whopper, Mr Whippy made an ice cream and now Gregg’s has the vegan sausage roll.
Part of the company’s marketing genius was launching the meat-free pastry to coincide with ‘Veganuary’ 2019, when an estimated 250,000 people gave up meat for the month. The fact that Piers Morgan panned the dish to his 7.1m Twitter followers was an unexpected bonus. This month, Greggs (LON: GRG) singled out the vegan sausage roll as the reason for its unprecedented sales growth in 2019. The company’s staff can thank the humble pastry for their £300 bonus which was paid after the company’s profits for 2019 came in well ahead of expectations. In 2020, Greggs has attempted to repeat its success…