Yes, you read that right. Greggs is expanding its drinks portfolio with the launch of a new Iced Matcha range, signalling a strategic move to tap into the fast-growing functional and lifestyle beverage market. Report by Hannah Barnett.
Selected Greggs shops will stock three new SKUs: the Iced Matcha Latte, Vanilla Iced Matcha Latte and Strawberry Iced Matcha Latte. The range will also be available via Click+Collect through the Greggs App.
The core Iced Matcha Latte blends matcha green tea with semi-skimmed milk, while the flavoured variants add vanilla syrup or a combination of strawberry and vanilla syrups.
Positioned as both a caffeine alternative and a ‘bougie’ everyday treat, the drinks are designed to appeal to younger, wellness-minded consumers who are increasingly driving demand for matcha-based beverages across UK high streets.
To support the launch, Greggs is rolling out a multi-layered activation strategy that blends product sampling, experiential marketing and loyalty incentives.
Central to this is ‘Greggs: Matcha & Mov.’ the brand’s first-ever Pilates pop-up studio in central London. Running on 13 and 14 February, the beginner-friendly classes will combine wellness, food and beverage, with attendees enjoying a matcha bar, Greggs’ signature Sausage Rolls and exclusive goodie bags. Tickets go on sale via Greggs’ social channels on 6 February.
In-store, the brand is also using its loyalty platform to drive trial and repeat purchase. From 11 to 18 February, customers will receive double stamps on all iced matcha drinks. Shoppers who collect nine stamps in the ‘Drinks & Snacks’ category through the Greggs App will receive their next item free.
For Greggs, the move reflects a broader strategy to modernise its beverage offer and compete more directly with coffee shop chains and premium grab-and-go players. By pairing product innovation with lifestyle-led experiences and digital rewards, the bakery chain is positioning iced matcha not just as a drink, but as part of a daily ritual for a new generation of customers.
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