Greggs Sales Jump as Healthier Menu and Chicken Rolls Attract Younger Customers.

Greggs has revealed a strong rise in sales after expanding its menu with healthier food options aimed at attracting younger customers and health-conscious shoppers.

The popular bakery chain said its newly launched chicken roll has become an instant success with customers since arriving in stores earlier this year, helping boost footfall and strengthen trading during a challenging period for the UK retail sector.

The company reported that sales in company-managed stores increased by 2.5 per cent during the first 19 weeks of 2026 compared with the same period last year. Total sales climbed 7.4 per cent year-on-year to reach £800 million.

Executives at Greggs believe the company’s move towards lighter meals, protein-rich products and trend-led drinks is helping the brand evolve beyond its traditional bakery roots.

Greggs Expands Menu Beyond Traditional Sausage Rolls.

For decades, Greggs has been best known for sausage rolls, steak bakes and sweet pastries. However, changing consumer habits are now pushing the bakery chain into new territory.

The launch of products such as chicken Caesar salad, Tandoori Chicken pizza slices and matcha-flavoured drinks marks a clear shift towards more health-focused choices.

Chief executive Roisin Currie said the company has been responding to growing demand for balanced food options, particularly among younger consumers looking for convenient meals with higher protein and fibre content.

She also suggested that the growing popularity of weight-loss medications may be influencing customer choices, with more people paying closer attention to portion sizes and nutritional value.

The new chicken roll, introduced in April, has quickly become one of the company’s standout products, according to Greggs, with strong customer demand across stores nationwide.

Industry analysts say the menu changes show Greggs is adapting successfully to evolving food trends while still maintaining its reputation for affordable pricing.

Younger Customers Driving Greggs Growth.

Greggs believes its updated menu has helped attract a younger demographic that may not previously have considered the bakery chain a regular food destination.

Matcha drinks, salads and lighter lunch options are particularly resonating with younger consumers influenced by wellness trends and social media food culture.

Retail experts say younger shoppers increasingly want quick and affordable meals that still feel modern and health-conscious, especially during a period of financial pressure across the UK.

Despite rising living costs, Greggs continues to position itself as a value-for-money option for breakfast, lunch and snacks.


Recent improvements in sales also suggest many shoppers are turning towards lower-cost food chains rather than more expensive restaurants or takeaway services.

Greggs Warns Middle East Conflict Could Raise Costs.

Although Greggs maintained its full-year financial outlook, the company acknowledged that global uncertainty could place pressure on costs later this year and into 2027.

Executives warned that the ongoing conflict in the Middle East may contribute to inflation across the food industry if supply chain disruption worsens.

Greggs currently expects like-for-like cost inflation of around 3 per cent during 2026, although the business said conditions remain unpredictable.

Currie stressed that the company is not currently facing the same severe supply problems experienced during 2022 following Russia’s invasion of Ukraine.

At that time, many food businesses struggled with shortages of key ingredients such as sunflower oil and wheat products.

Greggs says there are no immediate concerns over shortages at present, but management remains cautious about how inflation could develop in the coming months.

The company also pointed to weakening consumer confidence figures across the UK economy, although recent trading improvements suggest customers are still spending on affordable treats and convenient meals.

Greggs Continues Aggressive Store Expansion.

Alongside updating its menu, Greggs is continuing to rapidly expand its store network across Britain and overseas.

The bakery chain opened 41 new shops during the early months of 2026 while closing 21 locations, leaving the business with a total of 2,759 stores.

Greggs still plans to achieve a net increase of 120 shops this year as part of its long-term growth strategy.

The company has also selected Tenerife as the location for a new international outlet, highlighting ambitions to strengthen its presence in tourist destinations beyond the UK.

Retail analysts say Greggs remains one of Britain’s strongest-performing food chains due to its ability to balance affordability, convenience and evolving customer tastes.

The expansion strategy also reflects confidence that demand for grab-and-go food will remain strong despite economic uncertainty.

Investors Respond Positively to Greggs Update.

Shares in Greggs rose following the latest trading announcement, climbing 3.75 per cent after investors reacted positively to improving sales figures and stable guidance.

The company’s share price had previously struggled over the past year, with stock losing around 15 per cent amid concerns over slowing consumer spending and inflation pressures.

Market analyst Mark Crouch from eToro said investors had been looking for signs that Greggs could stabilise sales growth and rebuild confidence.

He said the latest update provided reassurance through stronger like-for-like sales, disciplined cost management and the company’s decision to maintain its annual forecast despite difficult market conditions.

Analysts believe Greggs’ ability to evolve its menu while protecting its value-focused image may prove crucial as competition intensifies within the UK food retail market.

With healthier menu options gaining traction and younger customers increasingly embracing the brand, Greggs appears determined to show it can offer far more than sausage rolls alone.

Do you think Greggs’ healthier menu options will continue driving sales growth across the UK? Share your thoughts in the comments and tell us whether you would try the new chicken roll or matcha drinks.

Are bakery chains changing to match modern food trends? Join the discussion and let us know if healthier fast-food choices influence where you shop and eat.