Ella Scott
There’s a new kid on the block at Greggs: a pastry product that has effectively completed the sausage roll trifecta.
Greggs, one of the nation’s most beloved on-the-go food brands, is having quite the year, what with the introduction of Gen Z’s favourite drink and a brand-new breakfast item that fans claim rivals a McDonald’s staple.
There have also been reports that a vending machine is being rolled out across Britain and that the bakery chain would supply aeroplane passengers for the first time.
Now, Greggs has launched a product to join its iconic sausage roll and its vegan alternative on its pastry counter.
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Initially launched in the 1950s, the humble Greggs sausage roll was followed by the Vegan Roll Pork-Free in early 2019.
The latter, made with light and crisp puff pastry and a ‘bespoke’ Quorn filling, arrived after a whopping 20,000 people signed a PETA petition calling on the eatery to produce a vegan version of its bestselling item.
More than seven years later, and what initially began as an April Fool's joke is set to arrive in store.
Introducing the new Chicken Roll, which Metro reported would be a permanent addition to all UK stores.
Described by Greggs as the final component of an ‘iconic trilogy’, the Chicken Roll wraps ‘seasoned chicken in layers of crisp, golden, glazed puff pastry’.
“They say the best things come in threes, and our iconic roll trilogy is no exception,” a Greggs spokeswoman said, as per the publication.
“We can’t wait for our customers to experience the Chicken Roll as the ultimate headline act of our flaky franchise.”
The Chicken Roll will officially launch on Thursday 9 April and will cost just £1.35.
To celebrate the triumvirate, Greggs is putting on a Chicken Roll party in the heart of Soho, London.
15 Bateman Street is set to be transformed into a 90s dream, with chicken-themed cocktails and mocktails available for guests to sup on.
"As with any A-List premiere, the red carpet is expected to fill up fast," an official press release read.
"Places are limited and will be given on a first-come, first-served basis, so Greggs fans are encouraged to assemble their cast and arrive at the venue early to avoid disappointment."
Trios can book 20-minute slots between 3:30pm and 9pm on Wednesday 6 April.
The new Chicken Roll will be available to order via Click + Collect on the free Greggs App.
For every 9 purchases across any different category – from hot drinks to sandwiches to bakes to sweet treats – app users can get one completely free, as per a press release.
Funnily enough, Heck Foods actually teased the Chicken Roll first as part of its April Fool’s Day campaign.
On 1 April, the meaty brand took to Instagram to share an image of what appeared to be a Greggs sausage roll in a pink paper bag with ‘Heck’ branding.
“IT’S HERE - Introducing the Chicken Sausage Roll. You asked. We delivered,” the company joked.
“HECK! Chicken sausage wrapped in that iconic @greggs_official flaky pastry bringing you the UK’s first chicken sausage roll. High protein. Seriously Tasty.”
Did Heck manifest the Chicken Roll, or was it just a coincidence? Answers on a postcard.
FOODbible has contacted Heck Food Ltd for comment.
If you don’t live near enough to one of the 2,700+ British Greggs stores, then you may be able to seek out your treats at another bakery chain instead.
The Scottish company, dubbed ‘better’ than the Northern Powerhouse, is called Bayne’s The Family Bakers.
In 2026 and beyond, the business - which employs around 1,000 people, according to The Scottish Sun - is set to embark on a ‘significant expansion programme’, as per a filing with Fife Council.
Plans are in place for Bayne’s The Family Bakers to open 69 new shops in the coming years, bringing its total to around 140.
The brand sells its beef and pork sausage rolls, pineapple cakes, blobby biscuits, and tea breads for those with a sweet tooth.
Filled rolls, such as egg mayonnaise, sweet chilli chicken, and cheese ploughman's, are available, too.