The chain says the return of the seasonal bake on Thursday, the earliest date in its 17-year history, put it on course for its biggest Festive Bake season yet.
Greggs has confirmed that its Festive Bake achieved its highest single-day sales since the product first launched, on the very first day it was available this year. The bake returned nationwide on Thursday 22 October, two weeks earlier than ever before. The chain said it believed “Brits were ready to get their Christmas food fix earlier than ever”. It added that the strong start puts it on course to sell more Festive Bakes than in any previous season.
What Greggs said
Zoe Harris, customer director at Greggs, said: “We know the Festive Bake has a huge following, but this launch has been something else. We brought it back two weeks earlier than ever before because we know people are ready to start feeling festive sooner and in just 24 hours, they proved us right.”
She added: “To see the biggest day of Festive Bake sales ever is incredible. This record-breaking start means it could be our biggest Festive Bake season yet. Christmas has definitely come early for Greggs fans.”
Greggs has not published a unit-sales total, the previous single-day record or the size of the increase. It has also not said whether the early launch has lifted company revenue.
What is in the 2026 Festive Bake
The recipe has been fine-tuned for 2026. It combines chicken, smoked ham hock, sweetcure bacon, creamy soft cheese and spiced pork stuffing in a rich sage and cranberry sauce. It is wrapped in golden-glazed puff pastry with a crisp crumb topping, which Greggs said “flakes all down your top”. Nutritional information for the new recipe has not been confirmed, and a calorie figure circulating online relates to an earlier version.
The rest of the festive range
The line-up also includes the Pigs Under Blankets Toastie, Pepperoni Pizza with Hot Honey, Festive Feast Baguette, Festive Flatbread and Sweet Mince Pie Roll. There are also three new sweet treats and a range of seasonal drinks. All items are on sale in shops nationwide. Customers can order through Click + Collect on the Greggs App, or have items delivered through Just Eat and Uber Eats.
According to Grocery Gazette and Rayo, starting prices, which may vary by location, are:
| Product | Price from |
|---|---|
| Festive Bake | £2.50 |
| Pigs Under Blankets Toastie | £4.10 |
| Festive Feast Baguette | £4.10 |
| Festive Flatbread | £3.75 |
| Pepperoni Pizza with Hot Honey | £2.70 |
| Sweet Mince Pie Roll | £1.00 |
The sweet treats are the Millionaire’s Doughnut (£1.50), which has caramel filling, salted-caramel-flavour icing and chocolate-coated shortcake pieces, and the White Chocolate Gingerbread Cookie (£1.70), with crystallised ginger and caramel balls. Retail coverage also lists a Double Chocolate Doughnut at £1.40, which is not in Greggs’ own sweet-treat announcement, so local availability should be checked.
Drinks include a Hazelnut Crunch Latte and a Salted Caramel Latte, both from £2.85, with iced versions from £3.35. There is also a Candy Cane Mint Hot Chocolate from £2.90 and a new Candy Cane Mint Iced Matcha Latte from £3.60.
The Christmas Novelty Buns arrive later, on 17 November, and the Christmas Cake Slice, Christmas Mini Caramel Shortbreads and Sweet Mince Pie multipacks are also returning, according to Greggs. Customers who make nine qualifying app purchases in the same reward category can get the tenth item free, subject to terms.
The wider business
According to Greggs’ September update, cited in the research notes, it runs about 2,796 shops, up from 2,181 in 2021, and employs about 33,000 people. It plans roughly 100 to 110 net new shops in 2026, and aims for at least 3,500 across the UK. It is due to publish its fourth-quarter trading update on 14 January 2027.
