National Sausage Roll Day is Saturday 5th June – and it’s going meat free

National Sausage Roll Day is Saturday 5th June – and it’s going meat free
. Photo credit Matt Crossick/PA Wire

Meatless Farm – one of the UK’s fastest growing plant-based meat brands – is launching the UK’s first plant-based sausage roll vending machine on National Sausage Roll Day, Saturday 5th June 2021.

This one-day activation follows the brand’s recent April Fool’s joke announcing the launch of M*** F*** sausage roll vending machines nationwide. After fans called to make this a reality, Meatless Farm is now making their dreams a reality with a giant sausage roll vending machine, serving its new sausage rolls for free.

Meat free

Meatless Farm’s sausage rolls are the company’s first foray into savoury pastry and was launched in response to an increasing demand for plant-based options for all meal occasions. Recent research from the company showed that a third of British consumers are eating more plant-based food and intend to do so throughout the year[1]. Meat alternatives have become the fastest-growing area of the chilled savoury pastries sector, increasing 123% year-on-year and attracting young, affluent consumers to the category[1]. The brand has also recently added three savoury pastry slices to its portfolio (‘Peppered Steak’, ‘Katsu Chicken’ and ‘Sausage, Cheese and Bean’), now available across retail and foodservice. With this vending machine activation, Meatless Farm aims to get its plant-based products into the hands of even more consumers.

Michael Hunter, Chief Growth Officer at Meatless Farm said: “Innovation is at the heart of our category but that shouldn’t stop at NPD – we need to drive innovation when it comes to marketing. The more we can engage a broader audience the greater the impact we’re going to make when it comes to planet and health.”

The brand has become known for creative installations, following its successful M*** F*** drive thru last year and it continues to have the third highest brand recall of all meat-free brands.


The Meatless Farm sausage roll vending machine can be found at Observation Point, Riverside Walkway (by Gabriel’s Wharf), South Bank, London, SE1 9PP from 11.30am to 7pm on National Sausage Roll Day, Saturday 5th June 2021 only dispensing free sausage rolls for all. At all other times, Meatless Farm’s brand-new sausage rolls can be purchased at selected Sainsbury’s (RRP £1.50)

[1] Kantar WPO Data to 4Oct20

[1] Census worldwide March 2021, 2000 UK adults