The Jolly Hog is expanding its range with the launch of The Jolly Hog Proper Sausage Roll, designed to bring higher quality and premium ingredients to the supermarket snacking aisle, tapping into growing demand for convenient, on-the-go options.
The sausage roll category has become increasingly commoditised, with a focus on hitting low price points resulting in products that often compromise on meat content, animal welfare standards and pastry quality. Made using outdoor bred pork that is RSPCA Assured, The Jolly Hog Proper Sausage Roll has been developed to showcase higher meat content, addressing growing shopper demand for better quality meat and transparent sourcing.
Paired with an all-butter pastry for a premium, handcrafted finish, and topped with fennel and poppy seeds to elevate flavour, the range is designed to bring greater choice to the category – delivering farm shop and deli-quality sausage rolls for on-the-go lunches.
The opportunity for premium innovation in this space is significant. According to the latest Lumina Intelligence UK Food to Go Market Report 2026, the UK food to go market is set to reach almost £25bn in 2026, with shoppers increasingly trading up for quality and better ingredients in convenient formats. At the same time, provenance and welfare are becoming more influential in purchase decisions. Data from AHDB shows that 72% of UK consumers consider animal welfare important when buying meat.
Olly Kohn, co-founder of The Jolly Hog, said: “The sausage roll is a British staple, but too often the quality does not match what shoppers really want. We saw an opportunity to do things differently by focusing on great tasting pork from trusted farms and combining it with proper, all butter pastry. For us, it’s about putting the sausage back in the sausage roll and giving people a premium option they can feel good about buying and eating.”
The launch builds on The Jolly Hog’s reputation for high quality pork products and reflects its continued focus on bringing better meat and bold flavour into everyday occasions, with a product that stands out in the chiller for both quality and taste.
The Jolly Hog Proper Sausage Roll will launch in Tesco from 13th April and Sainsbury’s from 15th April, with an RRP of £2.50 and a promotional price of £2.
