Greggs is set to introduce a new chicken variant of its renowned sausage roll as a permanent addition to its menu. The chicken roll boasts seasoned chicken enveloped in layers of crispy, golden, glazed puff pastry.
Priced at £1.35, the chicken roll will be available for purchase starting Thursday, following the remarkable success of Greggs’ traditional sausage roll and its vegan counterpart. Fans of Greggs can be the first to taste the chicken roll at a pop-up VHS store located at 15 Bateman Street in London on Wednesday from 3:30 pm to 9 pm.
The pop-up store will showcase a hidden entrance decorated with VHS tapes themed around rolls, featuring titles like Lord of the Rolls, The Rollfather, and The Devil Wears Pastry. Customers are required to arrive in groups of three, symbolizing the three different types of sausage roll products now offered by Greggs, with entry on a first-come, first-served basis.
In addition, Greggs will be serving complimentary chicken-themed cocktails and mocktails. A spokesperson for Greggs expressed excitement about the launch, stating that the chicken roll is part of their iconic roll trilogy and has been given special treatment to ensure its popularity nationwide.
This announcement comes on the heels of Greggs revealing plans to introduce a new big breakfast wrap in 82 stores across Yorkshire, packed with sausage, bacon, cheesy omelette, and a hash brown. The breakfast wrap is available before 11 am in select stores as part of a trial. Moreover, Greggs is exploring the possibility of implementing unattended retail solutions, including both automated and manual vending options, although specific launch dates and locations have not been disclosed.
Despite a 17.9% decline in statutory pre-tax profits to £167.4 million for the year ending December 27, Greggs remains focused on expansion, with 121 net store openings in 2025 and a target of approximately 120 more openings this year. The company aims to grow its current 2,739 locations to “significantly more than 3,000 UK shops over the long term.”
While facing criticism for price increases in recent years, Greggs announced last month that there are no immediate plans for further price hikes in the coming year.