TikTok trend sends baker Greggs' sales soaring

A national baker has hailed its progress in a “challenging” market after a viral social media campaign helped catapult sales higher.

Greggs saw revenues rise 7.4 per cent to £784 million in the 20 weeks to May 17.

Like-for-like sales were up 2.9 per cent.

The Newcastle-headquartered pasty and sausage roll maker’s progress was fuelled by clamour for new lines, including a mac and cheese offer that trended across social media platform TikTok.

Bosses say the firm, which racked up record £2 billion sales in its last annual results, also benefited from demand for recently-introduced pizza boxes and peach iced tea and mint lemonade over-ice drinks.

And they add the company – which recently unveiled plans to expand its 2600-store estate to “significantly more than 3000” – stands ready to increase sales further thanks to made-to-order chicken burgers and wraps, and recipe changes across its sandwich range.

Roisin Currie, chief executive, said: “The improved like-for-like sales performance has been delivered in what remains a challenging market context, and during a period that compares with our strongest performance in 2024.

“Our plans for managing the inflationary headwinds are progressing well and, while early in the financial year, the board’s expectations for the full year outcome remain unchanged.”

She added work to build a Derby-based frozen product making and distribution hub and a national distribution centre in Kettering, Northamptonshire, earmarked to open in 2026 and 2027 respectively, is “continuing at pace… and in line with planned timescales and budget”.

Greggs began life selling eggs and yeast to North East families from a bicycle in the 1930s.

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