Greggs is set to introduce a chicken variation of its renowned sausage roll as a permanent addition to its menu. Described as “seasoned chicken enclosed in layers of crispy, golden, glazed puff pastry,” the chicken roll will be available for purchase at £1.35 starting Thursday, following the success of Greggs’ traditional sausage roll and its vegan counterpart.

Enthusiastic Greggs supporters will have the opportunity to be the first to sample the chicken roll at a pop-up VHS store located at 15 Bateman Street in London on Wednesday from 3.30pm to 9pm. The pop-up venue will feature a hidden entrance decorated with VHS tapes themed around rolls, including titles like Lord of the Rolls, The Rollfather, and The Devil Wears Pastry.

To attend the event, customers are required to arrive in groups of three, symbolizing the three distinct types of sausage roll products now offered. Admission will be granted on a first-come, first-served basis. Additionally, the high street retailer will be serving complimentary chicken-themed cocktails and mocktails.

A spokesperson from Greggs expressed excitement about the introduction of the Chicken Roll, emphasizing the trilogy of iconic rolls and its anticipated popularity among fans nationwide. The company recently revealed plans to launch a new big breakfast wrap in select Yorkshire stores, featuring sausage, bacon, cheesy omelette, and a hash brown, available before 11am in trial locations.

Furthermore, Greggs is exploring the implementation of “unattended retail solutions,” including automated and manual vending options, though specific launch dates and locations have not been disclosed. Despite a decrease in statutory pre-tax profits, Greggs remains focused on expansion, with plans to surpass 3,000 UK stores from the current count of 2,739.

While facing criticism for price hikes in the past, Greggs assured customers that no further increases are planned for the current year.