Jus-Rol's Slogans & Taglines

Jus-Rol is a premier British food brand that commands monumental market equity as the United Kingdom and Ireland’s absolute defining name in ready-to-bake chilled and frozen pastry dough. Founded in 1954 by baker Tom Forsythe in Coldstream, Scotland, the brand pioneered consumer convenience with its iconic pre-rolled pastry sheets, blocks, and vol-au-vents. Following historical ownership stints under consumer goods giants like Grand Metropolitan and General Mills, the brand entered a massive structural transition after its 2022 acquisition by French pastry producer Cérélia. Due to an antitrust ruling by the UK’s Competition and Markets Authority (CMA) citing a substantial lessening of market competition, Cérélia officially completed the divestment of Jus-Rol's UK and Irish business in March 2025 to Brioche UK Limited, an affiliate of private investment firm Rinkelberg Capital Limited. Under the leadership of Managing Director Tim Clifford, the powerhouse brand dominates a highly lucrative ready-to-bake category while continuing to manufacture its products via a strategic partnership at a state-of-the-art facility in Corby. To further accelerate consumer touchpoints, Jus-Rol launched a comprehensive nationwide brand relaunch and packaging refresh in June 2026 under the new "It's All Golden" campaign banner, mass-distributing puff, shortcrust, and filo pastry solutions across leading grocery chains and millions of households.