Popular bakery chain Greggs has discreetly increased the price of its flagship sausage roll, citing a challenging market partly driven by the rising popularity of weight-loss injections.
The Price Rises Amid a 'Tough Market'
The cost of a classic Greggs sausage roll has risen from £1.30 to £1.35, marking the second price increase within six months. Simultaneously, the price of a regular latte has climbed from £2.15 to £2.25. Chief executive Roisin Currie confirmed the moves on January 10, 2026, describing the trading environment as "very tough" and "challenging."
Currie pointed to so-called 'fat jabs' – weight-loss medications like Ozempic – as a factor undoubtedly hindering sales. "That's why we're making sure we offer a broader range with more protein and fibre options," she stated, highlighting the chain's strategy to adapt to changing consumer habits.
How Greggs Stacks Up Against London's Competition
Despite the increase, Greggs remains one of the capital's most affordable outlets for the pastry-wrapped snack. A recent survey by Metro in July compared prices across 40 cafes, bakeries, and newsagents in London.
The findings revealed:
- The cheapest option found was a beef sausage roll for £1.70 at Treats kiosk on Baker Street.
- Nibbles sandwich shop near Angel sold a pork version for £2.50.
- Maks News on Columbia Road, with its in-store bakery, offered one for £1.99.
All these were more expensive than Greggs, even after its latest hike. The price can vary by location, however; Metro paid £1.55 for a sausage roll outside Liverpool Street station. Historically, the product once cost just 85p.
Why Are Baked Goods Getting More Expensive?
Ebony Cropper, a cost of living specialist at Money Wellness, explained the multiple pressures pushing up prices. "The cost of ingredients like pork, butter, and flour has all gone up because of global supply chain issues, climate impacts on crops and ongoing food inflation," she told Metro.
Cropper added that bakeries and food-to-go outlets are also grappling with soaring overheads. "On top of that, pasty shops are facing higher bills for energy, water and rent, alongside rising staff costs because of the increase in the National Minimum Wage. All these pressures get 'baked' into the final price."
For Londoners craving a sausage roll, the choice often boils down to three tiers: the budget-friendly Greggs option, a pricier version from an upmarket coffee shop, or an often-costly grab from a train station kiosk.
