Looking like a very washed-out purple toadflax.
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Pale colouring in Purple Toadflax seems to be fairly common around Sussex, and not to be confused with Pale Toadflax, which is a completely different species.
It's interesting to know that it is common elsewhere. I personally, have never seen purple toadflax so light in colour before. Maybe it is hiding in places in Devon that I've not visited.
Thanks for the feedback.
Lat/Lng: 50.31823, -4.11234
OS grid ref: SX497486
A 1.5 mile stretch that is a mix of scrub, hedges and grassland alongside a shoreline of rocks and sand.