Sausage roll supplier Wall’s has added a trio of savoury pastry slices, inspired by takeaway flavours.
Takeaway Pockets (rsp: £1.50/130g) has debuted with Pepperoni Pizza, Cheeseburger and Bombay Potato Curry, available now across the convenience channel.
Pepperoni Pizza features tomato sauce, extra mature cheddar, and pepperoni; Cheeseburger Slice combines a beef filling with cheddar, pickles and burger sauce; and Bombay Potato Curry Slice contains a spiced potato filling, suitable for vegans.
The slices, which can be eaten hot or cold, were positioned to “resonate with a younger, trend-driven generation”, said Wall’s.
Their packaging features “bold colours and vibrant graphics inspired by the neon lights and lively energy of UK takeaway culture”.
“Wall’s is building on the success of its slices range by tapping into the nation’s love of big, bold takeaway tastes,” said Jason Manley, brand director at Wall’s owner The Compleat Food Group.
“As a leading brand in the chilled savoury pastry category, with strong resonance among younger consumers, we’re well placed to attract new audiences and bring real excitement to the food-to-go fixture.
“Our new Takeaway Pockets do exactly that,” Manley added.
Wall’s rival Ginsters last month launched Pockets, a five-strong range of street food-inspired savoury pastry slices designed to “meet the needs of under-35s”.
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