Greggs, the renowned high street bakery chain, is set to introduce a new permanent menu item: the Chicken Roll. This latest addition, priced at £1.35, will be available starting Thursday, April 9, 2026. The roll is described by Greggs as "seasoned chicken wrapped in layers of crisp, golden, glazed puff pastry" and contains 305 calories.
Completing the Iconic Roll Trilogy
The Chicken Roll joins Greggs' existing Sausage Roll and Vegan Roll, forming what the company calls a "trilogy" of iconic pastry offerings. To celebrate this milestone, Greggs is hosting an exclusive tasting event on Wednesday, April 8, at a temporary venue located at 15 Bateman Street in London's Soho district.
Exclusive Tasting Event Details
The event will run from 3:30 PM to 9:00 PM, with a 20-minute window for attendees to sample the new roll. Spaces are allocated on a first-come, first-served basis, but with a unique twist: guests must arrive as part of a group of three friends or family members, reflecting the trilogy theme. Each group will receive three complimentary Chicken Rolls along with a free chicken-inspired cocktail or mocktail.
A Greggs spokesperson expressed enthusiasm, 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 amid a challenging period for Greggs. The company has faced pressures from budget-conscious consumers due to the rising cost of living, increased tax and employment expenses, and the growing popularity of weight-loss medications. In March 2026, Greggs reported a 17.9% drop in statutory pre-tax profits to £167.4 million for the year ending December 27, 2025, compared to the previous year.
Despite these challenges, Greggs achieved a 6.8% increase in overall sales, reaching £2.15 billion for the year. This growth was supported by the chain's aggressive store expansion program, which resulted in 121 net store openings in 2025, bringing the total to 2,739 locations by year's end. Greggs has outlined ambitious plans to expand to "significantly more than 3,000 UK shops over the longer term," aiming to open 120 new stores in 2026.
Market Position and Consumer Trends
The introduction of the Chicken Roll is part of Greggs' strategy to diversify its menu and attract a broader customer base. With the ongoing economic pressures, the chain continues to focus on affordable offerings, with the new roll priced competitively at £1.35. This move aligns with consumer demand for variety and value in the fast-food and bakery sectors.
Greggs' commitment to expansion and innovation underscores its resilience in a competitive market. As the chain navigates financial headwinds, the launch of the Chicken Roll represents a key effort to drive sales and maintain its position as a leading player in the UK's food retail landscape.
