A study led by Dr Chris Macdonald has found a way for UK bakery chain Greggs to double its sales of vegan sausage rolls by adding a protein label. The research revealed that many consumers avoid plant-based products due to concerns about protein content, despite the fact that the Greggs Vegan Sausage Roll contains more protein than its meat-based counterpart. By introducing a simple protein label, over half of study participants in the protein label group opted for a meat-free option, compared to less than a quarter in the control group.

Dr Macdonald believes that highlighting protein content on labels is more effective in encouraging consumer choices than focusing on sustainability factors like carbon footprint. He has shared the study results with Greggs and offered to collaborate with the chain to increase sales of plant-based foods. By emphasizing protein content and engaging with consumers, Greggs has the opportunity to not only boost sales but also establish itself as a leader in sustainability.