Greggs is set to introduce a novel chicken variant of its renowned sausage roll as a permanent addition to its menu. The bakery chain describes the chicken roll as “seasoned chicken enveloped in layers of crispy, golden, glazed puff pastry.” This new item will be available for purchase at £1.35 starting Thursday, following the success of Greggs’ classic sausage roll and its vegan counterpart.
Fans of Greggs will have the exclusive opportunity to be the first to taste the chicken roll at a pop-up VHS store located at 15 Bateman Street in London this Wednesday from 3:30 pm to 9 pm. The pop-up event will feature a hidden entrance decorated with VHS tapes themed around rolls, including titles like Lord of the Rolls, The Rollfather, and The Devil Wears Pastry.
Customers are required to attend the event as part of a group of three friends or family members, symbolizing the three different types of sausage roll products now offered by Greggs, with entry granted on a first-come, first-served basis. Additionally, the high street retailer will be serving complimentary chicken-themed cocktails and mocktails.
A spokesperson for Greggs expressed excitement about the launch, stating, “They say good things come in threes, and our iconic roll trilogy is no exception. We have given our ‘new chick on the block’ the star treatment to ensure it becomes a hit with fans nationwide. We can’t wait for our customers to savor the Chicken Roll as the headline act of our pastry lineup.”
This announcement follows Greggs’ recent revelation of introducing a new breakfast wrap in 82 stores across Yorkshire, featuring sausage, bacon, cheesy omelette, and a hash brown. The breakfast wrap is available before 11 am in trial stores, with plans underway for vending machines to sell pastry snacks, including both automated and manual options.
Despite a 17.9% decline in statutory pre-tax profits to £167.4 million for the year ending December 27, Greggs remains committed to expansion, with 121 net store openings in 2025 and a target of approximately 120 additional openings this year. The company currently operates 2,739 locations and aims to surpass 3,000 UK shops in the long run.
While facing criticism for price increases in recent years, Greggs has assured customers that no further price hikes are planned for this year.
