In a bid to breathe fresh life into the sausage roll category, Wall’s has launched a new meat snack - the Stroller.

Expected to add significant value to its £65m brand, Wall’s says the individually packaged Stroller is a variation on the jumbo sausage roll - using a "unique-style" pastry, rather than a traditional puff pastry.

The Wall’s stroller range includes three variants (135g) - classic, Stroller topped with cheese; and a brunch version. Currently distributed in Morrisons at the launch price of £1, the range will be rolled out to convenience retailers later in the year.

Tactical marketing support at point of purchase will raise awareness initially, with a national marketing campaign planned for the latter end of 2008.

Mark Brown, senior brand manager for Wall’s Stroller, says: "We are offering something unique to the category. The bold design will increase stand out while the real Wall’s sausage meat brand promise will reassure consumers."

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