Primark initially confused shoppers when it announced it was teaming up with bakery chain Greggs to make a brand new fashion collection. Yet with that initial line surprising everyone and selling out in record time, a new collection is set to make an entrance.

Greggs is also, unusually, seen as a brand worth its salt. “Despite being a large chain in the UK, it still manages to project a sort of humble egalitarianism,” says Matthew Whitehouse, editor of the iconic youth culture magazine The Face. “To paraphrase Andy Warhol, a steak bake is a steak bake.” Plus, he says, citing staff bonuses and free breakfasts for primary schoolchildren, “it appears to be a really brilliantly run company.”

Bakery chain Greggs has revealed its sale surged by nearly a quarter over 2022 despite increasing the prices of its sausage rolls and other baked goods several times during the year. Seemingly unlikely partnerships are the bread and butter of fashion collaborations. “Whether it’s Burberry x Vivienne Westwood, Supreme x Louis Vuitton or Balenciaga x The Simpsons, it’s all about catching the customer unawares,” says Anthony McGrath, course leader in fashion marketing at London College of Fashion and founder of the Men’s Style Blog.

In recent years, Greggs has expanded its menu to cater to various dietary preferences, and the Vegan Sausage Roll has been a resounding hit. This plant-based alternative boasts a delectable blend of Quorn™ mycoprotein, herbs, and spices, all encased in the same flaky pastry, making it an irresistible choice for vegans and non-vegans alike. Cheese & Onion BakeIt’s seen as an unpretentious and affordable brand,” says Poile, “and people want to align themselves with that everyday quality.” This is perhaps particularly true at a time when national discourse is dominated by talk of elitism; a bumbag with a sausage roll on it couldn’t be further from a prime ministerial hopeful wearing Prada loafers if it tried. The chain reported a boost in visitors over the festive season, despite bad weather and rail strikes, leading year-on-year sales in the last three months of the year to grow by 18% across its own-managed shops. Primark and Greggs have teamed up once again to launch a new festive collection featuring items including Christmas jumpers, slippers and hoodies. She emphasised that it is “too early to tell” how cost inflation will pan out this year, but expects it to be a similar situation to last year, which indicates that the chain could implement further price rises. Vegetarians and cheese lovers will rejoice in the delightful Cheese & Onion Bake. Bursting with gooey mature cheddar cheese and sweet caramelized onions, this pastry offers a perfect balance of flavors and textures, making it an instant crowd-pleaser. Tuna Crunch Baguette

Adam Vettese, analyst at social investing network eToro, said: “Gregg’s impressive fourth-quarter sales growth suggests its business model is holding up well in the face of the worst cost-of-living crisis in a generation. However, not everyone was a fan of the collaboration between the two popular brands. One person said: "Who would wear this honestly?" Someone else added: "What has this world come to?" Another person commented: "No way would I wear any of those."

Greggs FAQ - Frequently Asked Questions

While out doing some shopping in Tuebrook, Mark passed the Derby Road store on his way to another shop wearing a Greggs t-shirt. When he came outside, one of the workers was holding a sausage roll and asked if they could take a picture of him outside the shop. Those wearing the Greggs label ‘can poke fun at high fashion and be proud of who they are’. Photograph: Greggs/Primark No visit to Greggs is complete without indulging in their iconic Sausage Roll. This delightful pastry is filled with seasoned pork sausage meat, encased in a flaky, golden-brown crust. The combination of savory flavors and the satisfying crunch makes it a timeless favorite among both locals and tourists. Steak Bake However, like all consumer-facing businesses, material cost inflation will continue to be a problem for much of this year and will no doubt weigh on profits.” Get all the latest updates on restaurants and bars reopening and more from Glasgow sent straight to your inbox every week signing up to our free Food & Drink newsletter.