EPIC Rolls UK Review: Fast Food-Inspired Sausage Rolls Taking Supermarkets by Storm [2026]

The Cheese Burger roll arrived at my desk still warm from the microwave, and I'll be honest—I was sceptical. A cheeseburger... wrapped in pastry? It sounded like the sort of thing you'd find at a county fair after a few too many pints, not something I'd expect to pick up alongside my frozen peas at Iceland.

But here's the thing. After methodically working my way through all six EPIC Rolls flavours over the past fortnight (much to my colleagues' amusement—yes, Martin, I know it was 9am), I've come to a somewhat surprising conclusion: Peter's Food Service might actually be onto something here.

What Are EPIC Rolls?

EPIC Rolls represent Welsh baker Peter's Food Service's ambitious attempt to shake up the £400 million UK sausage roll market. Launched exclusively through Iceland and The Food Warehouse in August 2024 as part of Iceland's Brand on Ice accelerator scheme, the range takes familiar fast food flavours and wraps them in golden puff pastry.

The concept is straightforward but clever. Each 130g roll features a seasoned meat filling, a flavour-packed sauce, and—this is the bit that raised eyebrows in my office—taste-enhancing sprinkles on top. Yes, sprinkles. On a sausage roll.

"EPIC Rolls are an exciting new twist on sausage rolls," explains Owain Jones, Brand Manager at EPIC Rolls. "We're taking big flavours that everyone knows and loves, wrapping them up in sprinkle-topped pastry, and launching them in epic, eye-catching packaging."

Consumer testing suggests they're not just being optimistic—85% of focus group participants expressed interest in purchasing the product. That's a significant vote of confidence for what is, frankly, a fairly unconventional idea.

The Full EPIC Rolls Range: All Six Flavours Reviewed

I've taste-tested each variant, ranking them based on flavour authenticity, pastry quality, and overall satisfaction. Here's my honest assessment:

1. Cheese Burger Roll

Rating: 4/5

The flagship of the range, and the one that had me most curious. British beef meets mature cheddar sauce in what EPIC describes as a "full-on cheeseburger experience."

The verdict? It genuinely tastes like a cheeseburger. Not in a synthetic, flavouring-heavy way, but in a properly satisfying manner. The beef has that distinctive seasoned quality you get from a decent burger, and the cheddar sauce provides the dairy hit you'd expect.

My one criticism: it could use a touch more sauce. When you bite in, you want that cheese to be there, and occasionally I found myself hitting sections that were predominantly meat.

2. Hot Dog Roll

Rating: 4.5/5

This might actually be my favourite of the bunch. Seasoned pork loaded with classic hot dog flavour, drenched in tangy tomato ketchup, and topped with a smoked paprika and cracked black pepper crumb.

The ketchup works brilliantly here—tangy without being overpowering. And that sprinkle topping? It adds genuine texture and a smoky depth I wasn't expecting. My grandmother would probably find the whole concept baffling, but she'd also probably eat three of them.

3. Lip Lickin' Chicken & Gravy

Rating: 3.5/5

Juicy seasoned chicken drenched in rich gravy, wrapped in flaky puff pastry with a golden crumb sprinkle. This one leans into comfort food territory.

It's good—properly good—but lacks the novelty factor of some other options. If you're after something familiar that doesn't challenge your palate too much, this is your pick. Though honestly? I found myself wishing for a bit more gravy.

4. Smoky BBQ Pork

Rating: 4/5

Here's where things get interesting. The BBQ sauce has genuine smokiness, and the pork filling is well-seasoned without being overwhelming. It reminded me of those pulled pork sandwiches you get at summer festivals—all sweet, smoky, and satisfying.

The sprinkle topping on this one adds a subtle crunch that elevates the whole experience.

5. Peri-Peri Chicken

Rating: 3.5/5

I have to be upfront: I'm not a massive peri-peri fan. The heat level here is moderate—enough to notice, not enough to cause genuine discomfort. If you're the sort of person who finds Nando's medium challenging, you'll be fine with this.

The chicken is tender and well-spiced, though I'd argue it doesn't quite capture the authentic peri-peri experience. It's more "vaguely spicy chicken roll" than "peri-peri in pastry form."

6. Onion Bhaji Roll

Rating: 4/5

Now this is bold. Peter's has taken a beloved Indian starter and wrapped it in puff pastry, and somehow it works. The spicing is authentic without being overwhelming, and there's a genuine onion bhaji texture to the filling.

It's not for everyone—I showed it to a colleague who looked at me like I'd suggested eating a shoe—but if you're adventurous with flavours, this one delivers.

Where to Buy EPIC Rolls in the UK

Currently, EPIC Rolls are available exclusively through:

• Iceland - All stores nationwide
• The Food Warehouse - All locations
• Iceland online - Via iceland.co.uk

Each roll retails at £1.50 for a 130g individual portion.

Additional supermarket listings were secured from September 2024, so keep an eye out for them in other retailers. The chilled section is where you'll find them—these aren't frozen products.

For those wanting to explore the full range, Iceland's sausage roll selection offers decent variety. And if you're already a fan of Peter's pastry products, you'll recognise the quality.

How to Cook EPIC Rolls: Oven vs Air Fryer

One of the appeals of EPIC Rolls is their versatility. You can eat them hot or cold, though I'd strongly recommend heating them—the pastry achieves a much better flake when warmed.

Oven Method

Preheat your oven to 180°C (160°C fan). Place the roll on a baking tray and cook for 18-20 minutes until the pastry is golden and the filling is piping hot throughout.

Air Fryer Method

After testing air fryer sausage rolls extensively, here's what works for EPIC Rolls:

• Preheat your air fryer to 180°C
• Cook for 12-14 minutes, turning halfway
• The pastry crisps up beautifully with less time than oven cooking

The air fryer actually produces superior results in my experience. The pastry gets properly crispy without any sogginess, and you save on energy costs compared to firing up a full oven.

Microwave Method

Can you microwave them? Yes. Should you? Only if you're desperate. The pastry goes soggy and loses all its flaky appeal. I made this mistake once and regretted it.

EPIC Rolls for Parties and Events

Here's where EPIC Rolls genuinely shine. At £1.50 each, they're competitively priced for party food, and the variety means you can cater to different tastes without buying multiple brands.

I served a selection at a recent family gathering (my brother's birthday, if you must know), and they went down brilliantly. The Cheese Burger and Hot Dog rolls disappeared first, while the Onion Bhaji took a bit longer—though my sister-in-law declared it her favourite.

Pro tip: Slice them into thirds before serving. They're substantial enough that one roll makes three decent party bites, which also makes them more cost-effective.

About Peter's Food Service: The Company Behind EPIC Rolls

Peter's Food Service is a Welsh success story based in Caerphilly, operating for over 50 years from their site at Bedwas House Industrial Estate. They've grown to employ over 600 people and supply pies, pasties, slices, and sausage rolls to retail, food service, catering, and hospitality outlets across the UK.

The company partnered with Food Innovation Wales' ZERO2FIVE team during the EPIC Rolls development, which helped them refine the concept and secure those crucial national listings.

What I appreciate about Peter's is their willingness to experiment. Traditional Welsh baking meets fast food innovation isn't an obvious combination, but they've executed it with genuine care.

How EPIC Rolls Compare to Greggs and Other Supermarket Sausage Rolls

Let's address the elephant in the room: how do these stack up against Greggs sausage rolls, which remain the gold standard for many British consumers?

Price Comparison:

• EPIC Rolls: £1.50 (130g)
• Greggs Classic Sausage Roll (in-store): £1.30 (approx 99g)
• Iceland Greggs Sausage Rolls (frozen, 4-pack): ~£0.81 per roll

On pure price-per-gram, EPIC Rolls are competitive, and you're getting something genuinely different—not a standard sausage roll with a premium price tag.

Taste Comparison:

Greggs offers reliable, familiar comfort. EPIC Rolls offer novelty and variety. They're not competing for the same occasion, frankly. You don't buy a Cheese Burger roll because you want a traditional sausage roll—you buy it because you fancy something different.

For innovative sausage roll flavours, EPIC Rolls are genuinely leading the market right now.

The Honest Downsides: What I Didn't Love

Look, I've been fairly positive, but I do need to be honest about the limitations.

The sauce distribution isn't always consistent. Some bites are gloriously saucy; others are predominantly filling. Quality control here could be tighter.

They're not low-calorie. At 130g with sauce and pastry, these aren't health food. If you're counting calories, one EPIC Roll is likely your entire lunch.

The sprinkle gimmick won't appeal to everyone. My dad took one look at the coloured sprinkles on the packaging and declared it "daft." Fair enough—traditionalists may find the whole concept off-putting.

Availability is still limited. Until they're in more supermarkets, you're making a special trip to Iceland. For some people, that's not convenient.

Are EPIC Rolls Worth Buying? The Verdict

After two weeks of methodical testing (and a slight increase in my trouser tightness, which I'm choosing to ignore), I can give EPIC Rolls a genuine recommendation—with caveats.

Buy them if:

• You enjoy fast food flavours but want something portable
• You're looking for party food that's a bit different
• You appreciate pastry innovation and aren't put off by unconventional concepts
• You shop at Iceland anyway and fancy trying something new

Skip them if:

• You're a sausage roll purist who believes anything beyond pork and pastry is heresy
• You find the sprinkle concept ridiculous (valid)
• You need something available in your local Tesco right now

At £1.50, they're low-risk enough to try. Worst case, you've spent the same as a fancy coffee on a slightly weird sausage roll experiment. Best case, you discover a new lunch favourite.

For those interested in exploring more savoury pastry options, EPIC Rolls represent exactly the kind of innovation the category needs. Whether they'll become a permanent fixture or fade into food fad territory remains to be seen—but right now, they're worth your attention.

Frequently Asked Questions

Where can I buy EPIC Rolls in the UK?

EPIC Rolls are currently available exclusively at Iceland stores, The Food Warehouse locations, and via Iceland's website. Each 130g roll retails at £1.50. Additional supermarket listings were secured from September 2024, so availability may expand to other retailers. Check your local Iceland's chilled section for the full range.

What flavours do EPIC Rolls come in?

The EPIC Rolls range includes six flavours: Cheese Burger, Hot Dog, Lip Lickin' Chicken & Gravy, Smoky BBQ Pork, Peri-Peri Chicken, and Onion Bhaji. Each features a seasoned filling with a flavour-packed sauce, wrapped in puff pastry and topped with taste-enhancing sprinkles specific to each flavour.

How do you cook EPIC Rolls in an air fryer?

To cook EPIC Rolls in an air fryer, preheat to 180°C, then cook for 12-14 minutes, turning halfway through. The air fryer produces excellent results with crispy pastry and less cooking time than the oven method. This is my preferred cooking method for the best texture.

Are EPIC Rolls suitable for vegetarians?

No, the current EPIC Rolls range is not suitable for vegetarians. All six flavours contain meat: beef (Cheese Burger), pork (Hot Dog, Smoky BBQ Pork), or chicken (Lip Lickin' Chicken, Peri-Peri Chicken). The Onion Bhaji roll may contain meat-based ingredients in its formulation. Check packaging for full ingredient information.

What is the cooking time for EPIC Rolls in the oven?

For oven cooking, preheat to 180°C (160°C fan) and cook EPIC Rolls for 18-20 minutes until the pastry is golden and the filling is piping hot throughout. Place on a baking tray and ensure they reach a safe internal temperature before eating. They can also be eaten cold if preferred.

Who makes EPIC Rolls?

EPIC Rolls are made by Peter's Food Service, a Welsh baker based in Caerphilly that has been operating for over 50 years. The company employs over 600 people at their Bedwas House Industrial Estate site and supplies pastries to retailers across the UK. They developed EPIC Rolls in partnership with Food Innovation Wales.

How much do EPIC Rolls cost?

EPIC Rolls retail at £1.50 each for a 130g individual portion. They're available in Iceland, The Food Warehouse, and online at iceland.co.uk. At this price point, they're competitively priced compared to premium sausage roll alternatives while offering more variety than traditional options.