Greggs and KFC Unveil Unique Sausage Roll Collaboration

In an unexpected partnership, popular British chains Greggs and KFC have launched a new culinary creation: a sausage roll enhanced with KFC’s signature gravy. This collaboration, described as the “crossover of the century,” aims to satisfy the cravings of food enthusiasts across the UK. The announcement follows a notable trend in consumer preferences, with UK residents reportedly consuming approximately 15,000 litres of KFC gravy and over 1 million Greggs sausage rolls daily.

To promote this unique offering, Greggs and KFC have planned a three-day promotional tour. The tour will kick off in London on August 7, 2024, at the Southbank Centre, followed by stops in Manchester on August 8, and Newcastle on August 9. During these events, the companies will distribute the new sausage roll for free from 12:00 PM to 5:00 PM, available on a first-come, first-served basis.

This collaboration comes at a time when Greggs has reported a 14.3% decline in pre-tax profits, dropping to £63.5 million for the first half of the year ending June 28. The company attributed this downturn to various factors, including warmer weather and increased consumer caution affecting foot traffic. Despite these challenges, the partnership with KFC aims to boost both brands’ visibility and sales.

For those looking to enjoy the new offering beyond the promotional events, a special sharing bucket will be available for £10 starting the weekend of August 15. This bucket includes six Greggs sausage rolls accompanied by a large tub of KFC gravy, exclusively available through Uber Eats in London, Manchester, Newcastle, and Birmingham.

The excitement surrounding this collaboration was reflected in statements from both brands. KFC Brand Manager Phoebe Syms expressed enthusiasm for the partnership, highlighting the fan-driven demand for a combination of the two brands’ iconic products. “We go to obsessive lengths for our liquid gold, and so do our fans,” she stated. “Now we’re joining forces for just a few days to give the people a taste of what they really want … it’s time for gravy to meet pastry. You’re welcome.”

Similarly, Fiona Mills, brand communications lead at Greggs, emphasized the appeal of their sausage rolls, noting the quality of the product. “With 96 layers of light puff pastry, and perfectly baked to give that satisfying golden crisp and flaky goodness, we’ve always known our sausage rolls are a true British icon,” she said.

The collaboration between Greggs and KFC not only highlights the growing trend of food mash-ups but also reflects how brands can adapt to consumer demands. As the promotional events approach, anticipation builds for this flavorful innovation, which promises to unite the best of both culinary worlds.