Greggs, the UK bakery chain that has somehow become the nation's largest fast-food outfit, has reported a 20% rise in profit for the first half of the year, proving that even a purveyor of sausage rolls can pivot to wellness when the trend demands it.

The company, which now has more UK outlets than McDonald's, posted total sales of £1.1 billion for the 26 weeks to the end of June - up 7.2% year-on-year. Pre-tax profit hit £76.0m, a tidy increase from £63.5m in the same period of 2025. The secret? Matcha lattes and high-protein salads, obviously.

CEO Roisin Currie, who previously warned that weight-loss drugs were steering customers toward "smaller portions," said the company is "broadening and innovating our menu in line with changing tastes and trends." That translates to relaunching salads with extra protein, slapping clearer nutritional labels on things, and betting big on iced matcha lattes to lure in younger, hipper customers.

Greggs opened 34 net new stores in the first half of 2026, bringing the total to 2,773 after 31 closures. More than half of the new openings were in areas previously bereft of Greggs within a mile, and a similar proportion were off the High Street - think petrol forecourts, supermarkets, retail parks, hospitals, and university campuses. The chain is also testing a "bitesize" format and a self-service "Greggs Express," eyeing a potential total of 3,500 stores.

Currie assured that no further price rises are planned after breakfast, lunch, and "big" deals went up in May. "Our prices are in a good place," she said, vowing to "protect the consumer" for the rest of the year.

Susannah Streeter of Wealth Club noted that the results show "there's still healthy appetite for affordable treats" even amid health-consciousness. Julie Palmer of BTG Consulting praised Greggs for weathering "weight-loss drugs, low spending and confidence, and rising employment and business costs," but cautioned that autumn and winter demand for hot pastries will be key.

Home delivery now accounts for 6.9% of sales, with customers spending three times as much on deliveries as in store. Greggs calls this an "opportunity." Full-year expectations remain unchanged, with 2026 underlying pre-tax profit pegged at a similar level to 2025's £172m, though investment in supply chain expansion may weigh on second-half profits.

So no, "peak Greggs" has not been reached - unless you count the caffeine peak from all those matcha lattes.