Hain Celestial is introducing a new vegetarian sausage roll to the Linda McCartney range in its first line extension since the brand's relaunch in April.
The product, a replacement of a previous recipe that was once in the line-up, is a more premium offer with a new recipe and natural ingredients. The relaunch comes ahead of a raft of NPD to reaffirm its new premium credentials.
"This product is far superior in terms of both taste and texture," said Hain Celestial UK marketing manager James Gentle. "This is the next step in our ongoing process to reinvigorate the brand with improved recipes and more sophisticated packaging."
The vegetarian sausage roll (rsp: £1.29) joins the 11-strong portfolio, with listings in Morrisons. NPD for the first quarter of next year is set to involve new categories as well as line extensions. The overhaul in April involved recipe reformulations, additional dishes and more premium packaging.