Greggs, the UK bakery chain famous for its pasties, sausage rolls, and sweet treats, is shrinking its snacks and introducing healthier options to meet changing customer demands. The company says the rise of popular appetite-suppressing drugs is reshaping eating habits, with more people seeking smaller portions and higher-protein choices.
Roisin Currie, Greggs’ chief executive, explained that the shift is part of a broader trend toward healthier eating. “Customers are increasingly looking for products that are smaller, packed with protein and fibre, and better aligned with their health goals,” she said. Greggs has responded by adding new items to its menu that cater to these preferences, without abandoning its classic offerings.
Greggs’ menu has traditionally been known for its hearty, indulgent fare.
The bakery chain’s best-known items include the Greggs sausage roll, steak bake, vegan sausage roll, and a range of sweet pastries such as doughnuts and jam-filled cakes.
These products have long been a staple for people seeking quick, filling meals or snacks on the go.
However, as dietary habits evolve, Greggs has expanded its menu to include options designed for health-conscious customers, the BBC reported.
In 2023, the company introduced protein-rich snacks and the egg-pot, a versatile breakfast or light lunch option.
These additions complement the “Eggs at Greggs” campaign and appeal to customers using GLP-1 appetite-suppressing drugs, which reduce overall hunger and encourage smaller meals.
Currie emphasised that Greggs wants to ensure it offers options suitable for these consumers, from lighter snacks to items higher in protein and fibre.
The trend is not unique to Greggs. Supermarkets like Tesco have also seen growing demand for fresh produce and protein-based products, driven in part by the popularity of weight loss medications.
Analysts suggest that the emergence of these drugs is subtly changing the nation’s eating habits, with consumers opting for smaller portions and more nutrient-dense foods.
Other factors also play a role in smaller snack sizes. Shrinkflation, reducing product size while keeping prices the same, is one way food companies manage rising ingredient costs.
Government policies, including a ban on junk food advertising before 9pm, further encourage companies to offer healthier options.