Greggs, the beloved British bakery chain, is rolling out a major new menu item this week: the Chicken Roll, a permanent addition that completes what the company is proudly calling its "iconic roll trilogy." Fans of the high street staple, known for its flaky pastries and quick, satisfying eats, can find the new Chicken Roll in stores across the UK starting Thursday, April 9, 2026, priced at £1.35 and clocking in at 305 calories per serving. This launch marks a significant moment for Greggs, which has already won over millions with its classic Sausage Roll and the pork-free Vegan Roll, introduced in 2019 after a wave of public demand.
Described by Greggs as "seasoned chicken wrapped in layers of crisp, golden, glazed puff pastry," the Chicken Roll aims to satisfy those looking for a new twist on a fan-favorite snack. The company’s spokesperson expressed excitement about the launch, saying, "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." According to Metro and ChronicleLive, the Chicken Roll is intended as a permanent menu item, not just a limited-time offering, signaling Greggs’ confidence in the product’s appeal.
To celebrate the Chicken Roll’s arrival, Greggs is hosting a one-day pop-up event in Soho, London, on Wednesday, April 8, at 15 Bateman Street. The event, running from 3:30 pm to 9:00 pm, is set to be a lively affair with a unique twist: in keeping with the trilogy theme, guests must arrive in groups of three to gain entry. Once inside, attendees will be treated to three complimentary rolls and a themed cocktail or mocktail, with tasting slots lasting 20 minutes each. Entry is first-come, first-served, so fans are encouraged to assemble their trios and arrive early to avoid disappointment. As the official press release put it, "As with any A-List premiere, the red carpet is expected to fill up fast."
The event at Bateman Street is more than just a tasting—it’s a nod to Greggs’ playful brand identity. The venue will be transformed into a 90s-themed party, complete with chicken-themed drinks and a celebratory atmosphere. According to LADbible, the company wants to make the launch feel like a true headline act, underscoring the Chicken Roll’s status as the final piece in the roll trilogy puzzle. The new item will also be available for order via Click + Collect on the Greggs App, and customers can earn a free item for every nine purchases across different categories, adding another incentive for regulars to try the newcomer.
The Chicken Roll’s debut comes at a challenging time for Greggs. Despite its ongoing popularity, the Newcastle-based company has faced a tough economic landscape over the past year. Rising living costs, higher taxes, increased labor expenses, and the growing popularity of weight-loss treatments have all put pressure on the business. In its latest financial report, Greggs announced a 17.9% drop in statutory pre-tax profits, falling to £167.4 million for the year ending December 27, 2025. However, the company also reported a 6.8% rise in total sales, reaching £2.15 billion, buoyed by continued store expansion and loyal customer support. According to Daily Record and ChronicleLive, Greggs opened 121 net new shops in 2025, bringing its total to 2,739 locations, with plans for about 120 more openings in 2026. The bakery has set its sights on surpassing 3,000 shops across the UK in the coming years, a testament to its enduring appeal and ambitious growth strategy.
Greggs’ willingness to innovate and adapt is nothing new. The original Sausage Roll, a staple since the 1950s, was joined by the Vegan Roll in early 2019 after over 20,000 people signed a PETA petition urging the company to offer a vegan alternative to its best-selling snack. The Vegan Roll, made with a bespoke Quorn filling and light, crisp puff pastry, quickly became a hit and has remained a fixture on the menu ever since. The addition of the Chicken Roll shows Greggs’ continued responsiveness to changing tastes and dietary preferences, as well as its knack for turning social media chatter and even April Fool’s jokes into real products—Heck Foods, for example, teased a chicken sausage roll as a prank before the Greggs version became reality.
While the Chicken Roll is grabbing headlines, Greggs fans know that the menu varies by location, with certain branches offering exclusive regional specialties. One such treat is the Peach Melba, a pastry-based dessert with cream, icing, and peaches, beloved in the North East of England. According to ChronicleLive and Daily Record, Peach Melba’s origins date back to the 1800s, and it remains a local favorite, available only in select outlets across Newcastle, Gateshead, and Northumberland. Online forums are filled with pleas from fans hoping the dessert will be rolled out nationwide, but for now, it remains a regional treasure.
Greggs’ expansion isn’t happening in isolation. The competitive landscape of British bakeries is as lively as ever, with rivals like Scotland’s Bayne’s The Family Bakers also planning significant growth. According to LADbible, Bayne’s aims to open 69 new shops in the coming years, bringing its total to around 140 and offering its own range of sausage rolls, cakes, and filled rolls to hungry customers.
For Greggs, the Chicken Roll is more than just another product launch. It’s a statement of intent—a bold move to keep its menu fresh and exciting, even as economic headwinds swirl. Whether you’re a die-hard fan of the original Sausage Roll, a devotee of the Vegan Roll, or simply curious to try the latest addition, this week’s launch offers something new for everyone. And with the company’s sights set on further expansion, it seems clear that Greggs is far from finished making headlines in the UK’s food scene.
As the Chicken Roll makes its debut, Greggs continues to balance innovation with tradition, offering customers both new flavors and familiar favorites. For many, the trilogy is now complete—but the story of Greggs’ menu evolution is likely far from over.