Greggs, the renowned high street bakery chain, has officially unveiled a Chicken Roll as a permanent addition to its menu, completing what it describes as an "iconic trilogy" alongside its classic Sausage Roll and pork-free Vegan Roll.
A New Addition to the Pastry Lineup
The Chicken Roll features seasoned chicken enveloped in layers of crisp, golden, glazed puff pastry. Containing 305 calories, this new offering will retail for £1.35 when it becomes available nationwide from Thursday, April 9, 2026.
Celebrating the Trilogy with a Pop-Up Event
To mark the launch of this final piece of the trilogy, Greggs is hosting an exclusive pop-up event at 15 Bateman Street in London's Soho. On Wednesday, April 8, between 3:30 PM and 9:00 PM, customers can secure a 20-minute slot to be among the first to sample the Chicken Roll.
Places at the event are allocated on a first-come, first-served basis, with a unique twist: attendees must arrive as part of a trio of friends or family, echoing the trilogy theme. Guests will receive three complimentary rolls paired with a free chicken-themed cocktail or mocktail.
Greggs' Statement on the Launch
A Greggs spokeswoman expressed enthusiasm for the new product, stating, "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."
Financial Context and Expansion Plans
This launch comes at a time when Greggs faces challenges from cautious consumers impacted by the rising cost of living, increased tax and labour expenses, and the growing popularity of weight-loss treatments.
In recent financial reports, the Newcastle-based company disclosed a 17.9% decline in statutory pre-tax profits to £167.4 million for the year ending December 27, 2025, compared to the previous year. However, total sales saw growth of 6.8% to £2.15 billion, supported by a robust store opening programme.
Greggs expanded its estate with 121 net store openings in 2025, reaching 2,739 locations by year-end. The company aims for approximately 120 additional openings in 2026, with long-term ambitions to grow to significantly more than 3,000 shops across the UK.
The introduction of the Chicken Roll represents a strategic move to diversify its product range and attract a broader customer base, potentially bolstering sales amid economic pressures.
