Centra Ireland has introduced a new Superquinn Sausage Roll across its stores nationwide, aiming to spotlight the beloved Irish sausage brand in a fresh deli favourite. Priced at €2.50 each, the sausage roll is described as a satisfying, substantial eat designed to appeal to Centra’s broad customer base. To mark the launch, Centra is offering a special deal where shoppers can purchase a Frank and Honest coffee alongside the Superquinn Sausage Roll for just €5, available until 3 September.

The Superquinn sausage holds a special place in Irish culinary heritage, having remained a popular choice despite various changes in ownership and branding over the years. The brand’s integration into Centra’s deli range represents a notable development, especially given that Superquinn was acquired by the Musgrave Group in 2011 and its stores rebranded as SuperValu in 2014. Centra’s ongoing use of the Superquinn brand, including its popular sausages, reflects a strategic move to keep this nostalgic product accessible across different retail formats nationwide.

To celebrate the launch, Centra teamed up with Mick ‘The Muffin Man’ Medeiros, a well-known content creator who has collaborated with the chain previously. Medeiros took to the streets of Dublin to capture real-time public reactions, praising the new sausage roll by saying, “I’ve always loved a Superquinn sausage but seeing it reinvented like this is next level. The combination of the pastry and sausage have you coming back for more after one bite!” His endorsement highlights the roll’s appeal as a modern twist on a traditional favourite.

This new sausage roll joins a growing range of deli innovations from Centra, which earlier this year launched items such as the high-protein Egg Muffin and a focaccia range. The Egg Muffin, notably, also features the iconic Superquinn sausage, albeit in patty form, and was similarly promoted with Medeiros’ involvement. Priced at €4, the Egg Muffin is offered in selected stores and comes with a comparable Simple Saver deal when paired with a Frank and Honest coffee for €6. These additions aim to refresh Centra’s deli and breakfast offerings, catering to evolving consumer preferences for convenient yet high-quality meals.

Centra’s commitment to quality and local Irish produce has been recognised recently in the 2023 Great Taste Awards, where the retailer won 47 awards, complementing its sister brand SuperValu’s 121 accolades. These awards underscore Centra’s focus on delivering excellence in convenience retail, bolstering confidence in its new product launches like the Superquinn Sausage Roll.

The Superquinn Sausage Roll is now available in participating Centra stores throughout Ireland, continuing the brand’s legacy in a new format that resonates with contemporary shoppers looking for both nostalgia and satisfying flavours in their deli selections.