Jus-Rol Ready Rolled Shortcrust Pastry Sheet

Brand History and Evolution

Jus-Rol is a household name in the United Kingdom, famous for its chilled and frozen pastry products. The brand's origins date back to 1954 in Berwick-upon-Tweed, Northumberland, where it was founded by Tom Forsyth. The name "Jus-Rol" is a phonetic play on the phrase "just roll," highlighting the convenience of the ready-to-use pastry sheets that revolutionized home baking by eliminating the need for laborious dough preparation.

Manufacturing and Corporate Ownership

While the brand was founded in the UK and maintained a long-standing manufacturing presence in Berwick-upon-Tweed, production locations have diversified over the decades under different corporate owners. After being part of the Grand Metropolitan and later Diageo portfolios, the brand was acquired by the American food giant General Mills in 2001.

Current Ownership Status

In 2022, a major shift in ownership occurred when General Mills sold several of its European dough businesses. Jus-Rol was acquired by the Cérélia Group, a leading European manufacturer of ready-to-bake dough products headquartered in France. Today, the brand remains a dominant leader in the UK pastry market, providing home bakers with a variety of shortcrust, puff, and filo pastry options.