NATIONAL SAUSAGE ROLL DAY • GINSTERS

In celebration of National Sausage Roll Day, we worked with our client Ginsters to ask the nation how do you (sausage) roll, with the results making national headlines across The i, Daily Star and The Sun.

Our bespoke research revealed all kinds of weird and wonderful insights, from the traditionalists who pair theirs with ketchup (27%) or brown sauce (15%), to the more adventurous Gen Zs who dip theirs in salad cream (12%) or even jam (8%). Overwhelmingly, Brits categorise sausage rolls as ‘finger food’ (76%) and enjoy them without utensils. However, there are some (one in five) who believe the best way to eat it is with a knife and fork. 

While we may not all be able to agree on the best way to enjoy, what’s clear is the love nation holds for sausage rolls, with one in four (26%) enjoying one at least once a week.