Greggs has reported strong sales following the launch of its Steak & Stilton Bake, which has quickly become the company’s second most successful product introduction, surpassed only by its Festive Bake. The bakery chain sold more than 500,000 units of the new pastry within the first week of release.

The Steak & Stilton Bake features diced beef in gravy combined with blue Stilton cheese and grilled onions, all encased in puff pastry and topped with a black-pepper crumb. This marks the return of a Stilton-flavored bake to Greggs’ menu after a seven-year hiatus.

In an unusual marketing move, Greggs allowed customers who were not satisfied with the Stilton flavor to exchange the new bake for the traditional Steak Bake at no extra cost. Despite this offer, only 0.4% of the Steak & Stilton Bakes were returned, suggesting a positive reception among consumers.

Zoe Harris, Greggs’ customer director, commented on the results, noting the ongoing debate surrounding Stilton cheese but emphasizing that the majority of customers embraced the new product. She described the low return rate as evidence that many customers were willing to try the Stilton variant and found it appealing.

The successful launch reinforces Greggs’ position as a leading high street food retailer, demonstrating the company’s ability to innovate while responding to consumer tastes and preferences.