Britain’s love affair with sausage rolls and steak bakes is being quietly reshaped by the rise of weight loss injections, according to the boss of Greggs.
Roisin Currie, chief executive of the FTSE-listed bakery chain, said there was “no doubt” that appetite-suppressing drugs such as GLP-1 treatments were influencing how much, and what, customers want to eat, contributing to softer sales and a more cautious outlook for the year ahead.
Speaking as the company reported muted profits, Currie said customers were increasingly looking for “smaller portions”, alongside food that delivers more protein, fibre and perceived health benefits.
“There’s a broader health trend emerging,” she said. “People are demanding more protein, and we have to make sure we’ve got the snack products customers are looking for, particularly if they are using any of the GLP-1 drugs.”
Greggs has already begun adjusting its range in response. Last summer, the group confirmed it would actively target customers using weight loss medication by introducing smaller portion sizes and protein-rich options. That strategy has since included the launch of items such as its egg pot, supported by the “eggs at Greggs” advertising campaign.
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