The high street sausage roll maker is trying to cash in on the wellness market and ditch its image of being a white van man favourite by mixing up its offerings
Greggs is going full Gen Z by offering a new matcha range – alongside its first pilates studio.
The high street bakery chain is desperately trying to take a bite out of the wellness market with the double-launch. Its new Iced Matcha range will land in shops nationwide this Thursday from £3 a pop.
The firm said the drinks are part of its “commitment to providing its customers with plenty of choice at unbeatable value”. It adds what is being billed as a “chic new trio of drinks to the menu” – the Iced Matcha Latte, the Vanilla Iced Matcha Latte, and the Strawberry Iced Matcha Latte.
Greggs added it is blending wellness with pastry by opening its first ever Pilates Studio called Greggs: Matcha & Move. But the exercise spot is only a pop-up and will only be available for two days.
Opening on Friday 13 and Saturday 14 February, the company say the sessions in central London “will offer fans a unique wellness experience”.
Greggs fans can book a slot to participate in a 30-minute Greggs-themed Pilates session, after which they will be treated to a free Iced Matcha to refuel, complemented with either a Greggs Sausage Roll or pork-free Vegan Roll. The booking fee is £10, but it’s refunded on attendance.
Guests will also walk away with a bundle of limited-edition merchandise, including a signature Greggs Pilates mat, tote bag, sweat towel, socks and a cap. To complete the look, attendees can visit the on-site embroidery station to have their tote bag monogrammed with their initials. While general booking for Greggs: Matcha & Move opens on Friday 6 February at 12pm via the link on Greggs’ Instagram and TikTok, loyal fans can get a head start.
The entire Iced Matcha range will also be available via Click+Collect on the Greggs App, which is free to download and gives access to a variety of tasty rewards. Not only will Greggs’ most loyal customers be granted early access to tickets for Greggs: Matcha & Move , but for every nine purchases across any different category – from hot drinks to sandwiches, to bakes to sweet treats – app users can get one completely free.
Greggs App users will also be to earn double the amount of stamps on all of the new Iced Matcha drinks between Wednesday 11 and Wednesday 18 February. When a customer buys an Iced Matcha, they’ll earn double stamps in the drinks category – so once they earn nine stamps, they can try another of the delicious Iced Matcha flavours.
New users of the Greggs App also receive a free hot or iced drink of their choice upon registration, meaning new users can claim their first Iced Matcha for free.
A Greggs spokesperson said: “We’re on a mission to offer our customers more choice and quality than ever before, without the premium price tag. By introducing our trio of Iced Matcha drinks, we’re making a trending favourite accessible to everyone on the high street. Importantly, the range doesn’t just look the part, but delivers on taste and quality too – we think our customers are going to love it so matcha!”