Jus-Rol, the UK’s number one pastry brand, is launching a wave of new products as part of its ambition to drive category growth, increase purchase frequency and expand usage occasions across the chilled pastry and dough category, while inspiring a new generation of wannabe bakers to get creative in the kitchen.
The new launches, which include two new pastry ‘rounds’, two Christmas seasonal skus plus Sticky Caramel Buns, come off the back of a summer rebrand which included fresh look packaging making Jus-Rol into a more distinctive and recognisable brand for customers, and an autumn ‘It’s All Golden’ above the line and social media marketing campaign celebrating the creativity and everyday joy pastry enables, timed to coincide with the new Great British Bake Off Series and the autumn and festive baking occasions. This included Jus-Rol partnering with GBBO 2025 finalist Tom Arden to help inspire bakers and raise Jus-Rol’s profile among a younger audience.
Jus-Rol’s autumn 2026 NPD includes:
- New Shortcrust Pastry Rounds (RSP £1.90, 280g) which will launch into Ocado in November, alongside new Puff Pastry Rounds (RSP £1.90, 280g) – both ideal for savoury pie, quiche and tart-making.
- A new Sweet Shortcrust Pastry Block (RSP £1.80, 425g) which will launch into Morrisons in early December, and a new Twin Pack Puff Pastry (RSP £2.60, 560g) being listed by Asda and Tesco, again from early December – both perfect for making mince pies and other sweet pastry bakes
- New Sticky Caramel Buns (RSP £3.00, 310g) available in Asda and Musgraves from the end of November
“These new products build upon Jus-Rol’s strong heritage, renowned quality and baking expertise to support creativity and give shoppers a reason to use Jus-Rol pastry,” explains Tim Clifford, managing director of Jus-Rol GB and Ireland. “They are exactly what consumers tell us are missing from our current range and are designed to make baking easier as well as creating more reasons to bake.
“We’re specifically targeting a younger audience of wannabe-cooks as well as time poor families with the new launches. We know there are lots of people who love the idea of baking but lack the confidence or the time to do so. These products, alongside our existing range, offer them a versatile and simple way to use pastry in their everyday cooking using step-by-step techniques to achieve realistic, achievable results, even when time is at a premium.”
Jus-Rol is outpacing the pastry market, with value growth up 12% and market share up 1.6% to 30.4% in the last quarter1, driven by new consumers to the category. The brand is performing particularly well in shortcrust, filo and pizza, likely led by lighter eating occasions over a hot summer.
As part of its rebrand, Jus-Rol has updated its website to create an improved user experience, making it easier for consumers to discover baking inspiration and seasonal recipe suggestions.
Explains Clifford: “Our website has generated over 17 million impressions in the last 12 months, demonstrating our strong digital presence and ability to engage consumers with inspiring, occasion-led content.
“We’ve also undertaken a number of high-profile brand collaborations, increasing visibility among new audiences and inspiring consumers with creative ideas and occasion-led activities designed to drive penetration and strengthen our market positioning.”
To further encourage continued engagement and inspire more baking occasions, Jus-Rol has also launched a dedicated email subscriber programme, attracting over 27,000 subscribers in just five months and creating a valuable platform to deliver ongoing inspiration, build brand loyalty and encourage repeat purchase.
1Source: Kantar 12 w/e 04/10/26 vs 12 w/e 12/07/26
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