Greggs x Everything: 7 Unexpected Brand Collabs From fast food to the world of fashion and video games
What is Greggs… and why is everyone going there? Greggs is a beloved British bakery chain known for its sausage rolls, sandwiches, and increasingly, its plant-based offerings.
Only locals truly understand the charm of it. Tourists usually don't get why people love this place – it's basic, not especially aesthetic, pretty ordinary even, but it fits perfectly into the British way of life: fast-paced, constantly moving, where all you need is a hot sausage roll you can grab in any part of London.
Greggs x Primark
Greggs x Primark proved that iconic kitsch can become cultural currency.
The collab transformed two British high-street staples into viral hits in the fashion world. It was an incredible commercial success, with items being instantly sold out and resold at overpriced prices.
Greggs x KFC
An unexpected but oddly perfect pairing: Greggs' iconic sausage rolls + KFC gravy, as a result – peak British comfort food. For Greggs, the collab expanded its audience through a global fast-food giant. For KFC, it added Greggs' everyday accessibility and loyal fanbase to the mix.
What we liked most: the collaboration felt natural — not forced.
Greggs x Dion Kitson
Greggs teamed up with Birmingham-based artist Dion Kitson, sometimes referred to as "Birmingham Banksy," to release a hand-crafted 22-carat gold jewellery collection for London Fashion Week. The "Baked in Gold" collection includes stud sausage earrings, a necklace with a heart-shaped jammy medallion, and a charm bracelet with a mini slice of pizza, a coffee cup and a steak bake. The collection sold out in less than an hour.
Kitson's practice already included gold Monster Munch rings and Haribo signets, so turning Greggs' menu into wearable art wasn't a stretch; it was a natural extension of his world. The collaboration actually looks like two creative enthusiasts who genuinely don't take themselves too seriously, finding each other.
What's even more satisfying is that each piece was crafted individually by Kitson, not mass-produced. That attention to detail turned what could have been a gimmick into something collectors actually wanted.
Greggs x Fenwick
Greggs and Fenwick decided to see what would happen if they placed a popular bakery chain in an elite society.
(2023) Greggs Bistro: an 80-cover gourmet restaurant serving truffle dauphinoise with steak bake and Earl Grey crème brûlée in a teacup.
(2024) The Greggs Champagne Bar with high chairs, champagne in glasses, and a sausage roll with spicy honey sauce. The signature drink was the "Yum Yum Twist" cocktail (rum with actual Yum Yums).
(2025) The Golden Flake Tavern is an 88-seat pub in Fenwick with a view of Grey's Monument. A sausage roll and mash for £9 and steak bake with roast potatoes and Yorkshire pudding on Sundays + two exclusive beers brewed by Full Circle Brew Co.
Mark Reid, the chef at Fenwick, approached the task as if it were a real menu, not just a joke. All the establishments were full-fledged and looked like a real bistro, a real wine bar, and a real pub, while Greggs remained Greggs. Together, they created a new category of café: quality with excellent service, yet affordable. If only this category could expand...
Greggs x PlayStation
Greggs x PlayStation turned a snack box into a cultural phenomenon. It featured Greggs' best-selling products, packaged as a luxury console, with an elegant design that combined the styles of the two brands. Of course, the hilarious unboxing was featured on the PlayStation YouTube channel that you can still enjoy.
The collaboration gained instant popularity, and just a day later, GQ magazine named it "the coolest thing of the week." By the way, it beat Beats by Dre and Star Wars.
Greggs x Icon
What could be more enjoyable than lounging on the couch and eating? Of course — nothing, so Greggs and Icon decided to team up and create a limited edition of home goods. As part of the Greggs x Icon collaboration, Greggs' most iconic products from pasties to vegan sausage rolls have been reimagined as fun pillows and huge beanbags.
They've caught the wave of lifestyle branding and made mass-market products a part of people's identities and interiors. As British as it gets!
Our editor's pick is a bean bag gaming chair with built-in pockets, perfect for hiding treats from Greggs.
Greggs x Wicked
A collaboration for the release of the film "Wicked: For Good". Two flagship stores (in London at Leicester Square and in Manchester at the Trafford Centre) turned into a fairy-tale land of Oz for six weeks. "The Yellow Bake Road" with live musical performances featuring songs from the movie. They also launched limited-edition travel cups and exclusive sets of "Wicked: Baked For Good" boxes for Just Eat.
The stores really seemed to be enchanted — queues, full houses and the real energy of the crowd, so we regretted not going to Greggs more than we regretted not going to the cinema.
