Greggs is set to introduce a chicken variant of its renowned sausage roll as a permanent addition to its menu lineup. Described as “seasoned chicken enveloped in crispy, golden, glazed puff pastry,” the new chicken roll will be priced at £1.35 and will be available starting Thursday. This introduction follows the immense popularity of Greggs’ traditional sausage roll and its vegan counterpart.
Enthusiastic Greggs supporters can get an exclusive taste of the chicken roll at a pop-up VHS store located at 15 Bateman Street in London on Wednesday from 3.30pm to 9pm. The pop-up will have a hidden entrance decorated with VHS tapes themed around rolls, including titles like Lord of the Rolls, The Rollfather, and The Devil Wears Pastry.
To attend, customers need to come in groups of three, symbolizing the three different types of sausage roll products now on offer. Entry will be on a first-come, first-served basis. Additionally, attendees will enjoy complimentary chicken-themed cocktails and mocktails.
A spokesperson for Greggs stated, “The chicken roll completes our iconic trilogy of rolls, and we have given this ‘new chick on the block’ a star-studded treatment to ensure it becomes a hit nationwide. We are excited for our customers to savor the Chicken Roll as the highlight of our pastry franchise.”
In other news, Greggs recently announced the launch of a new big breakfast wrap in 82 stores across Yorkshire, featuring a combination of sausage, bacon, cheesy omelette, and a hash brown. This breakfast wrap is currently available before 11 am in selected stores for testing purposes. Moreover, the company revealed plans to introduce pastry snacks through vending machines, exploring automated and manual vending solutions.
Despite a 17.9% decline in statutory pre-tax profits to £167.4 million for the year ending December 27, Greggs attributed the decrease to challenging market conditions and unusually hot weather. The company opened 121 net stores in 2025 and aims for approximately 120 more openings this year. With 2,739 existing locations, Greggs aims to expand its presence to “significantly more than 3,000 UK shops” in the long run.
While facing criticism for price hikes in recent times, Greggs announced last month that there are no immediate plans for further price increases this year.