# Greggs Vegan Sausage Roll

> Greggs’ vegan sausage roll launch had a reported 24 million organic Twitter reach.

- Owner: Greggs
- Kind: Food & drink
- Sector: Food & beverage
- Seed date: 2019-01-03
- Peak date: Week of Jan 8, 2019
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 33 (Niche), v1.2
- Mechanics: Response chain, Controversy, Celebrity amplifier, Platform jump, Press loop, Newsjacking

## Summary

Greggs sold a vegan sausage roll after an iPhone-style announcement. Morgan’s criticism and Greggs’ reply reached press and TV. Shops sold out, makers reviewed and recreated it, and Greggs reported company-wide sales growth.

## Timeline

- 2019-01-02 — @GreggsOfficial (X) — Greggs announced its vegan sausage roll with an iPhone-style launch film.
- 2019-01-02 — Piers Morgan (X) — Piers Morgan called Greggs PC-ravaged clowns over the vegan launch.
- 2019-01-02 — @GreggsOfficial (X) — Greggs replied to Morgan that it had been expecting him.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/greggs-vegan-sausage-roll

Cite as: How It Spread (2026). “Greggs Vegan Sausage Roll.” Case HIS-00194. Spread Score v1.2: 33/100. Updated 2026-10-13. https://howitspread.com/id/HIS-00194