Greggs has announced the permanent addition of a Chicken Roll to its menu, creating what the high street baker describes as an "iconic trilogy" alongside its classic Sausage Roll and Vegan Roll. The new product will go on sale nationwide from Thursday, priced at £1.35.
The New Chicken Roll Details
The Chicken Roll features seasoned chicken wrapped in layers of crisp, golden, glazed puff pastry. It contains 305 calories per serving and represents Greggs' latest innovation in its popular roll range. This launch follows the chain's traditional Sausage Roll, which has been a staple since the 1950s, and the Vegan Roll introduced in 2019.
Celebratory Pop-Up Event
To mark the completion of this trilogy, Greggs is hosting a special pop-up event on Wednesday at 15 Bateman Street in London's Soho. Between 3:30pm and 9pm, customers can secure a 20-minute slot to be among the first to taste the new Chicken Roll. Places are allocated on a first-come, first-served basis, with a unique twist: guests must arrive as part of a trio of friends or family members, echoing the trilogy theme.
Attendees will receive three complimentary rolls—one of each variety—paired with a free chicken-themed cocktail or mocktail. A Greggs spokeswoman stated, "They say the best things come in threes, and our iconic roll trilogy is no exception. We can't wait for our customers to experience the Chicken Roll as the ultimate headline act of our flaky franchise."
Recent Business Performance
This launch comes amid challenging times for Greggs. Over the past year, the company has faced pressure from cautious shoppers affected by the rising cost of living, higher tax and labour costs, and increased use of weight-loss treatments. In March, the Newcastle-based firm reported a 17.9% decline in statutory pre-tax profits to £167.4 million for the year ending 27 December, compared to the previous year.
Despite this, total sales grew by 6.8% to £2.15 billion over the same period, driven by a continued store opening programme. Greggs opened 121 net new stores in 2025, expanding its estate to 2,739 locations by year-end. The company aims for approximately 120 further openings this year, with long-term ambitions to grow to "significantly more than 3,000 UK shops."
Pricing Context
The new Chicken Roll's price point of £1.35 follows a recent increase in the cost of Greggs' traditional Sausage Roll, which rose to £1.30 in January. This pricing strategy reflects ongoing economic pressures while aiming to maintain affordability for customers.
Greggs' expansion and product innovation, such as the Chicken Roll launch, demonstrate its efforts to adapt to market conditions and consumer preferences. The trilogy of rolls now offers a wider range of options, potentially attracting new customers and retaining loyal fans amidst competitive and economic challenges.
