All Aboard the Gravy Train? Brits React to Greggs x KFC’s Bold Mash-Up

Greggs' sausage roll and KFC's gravy was not a combo anyone had on their 2025 bingo card. Yet here we are, two icons of British comfort food colliding in a bucket of golden pastry with a tub of silky, salty gravy. Unsurprisingly, the internet has gone wild, with foodies rushing to try it and critics lining up with hot takes. But beyond the hype, does this limited-edition mash-up really have finger lickin' potential?

We asked UK consumers to weigh in.

Collab Meets Consumers

KFC and Greggs may have stirred up a surprise with their "Gravy Meets Pastry" collab, but is it a recipe for long-term success or just a fleeting stunt? At System1, we believe there's only one way to find out: ask real consumers.

Using the predictive power of human emotion, we tested the collab with our Test Your Innovationplatform, capturing how UK consumers actually feel about it. Unlike traditional, rational testing approaches, our methodology focuses on emotion, our System 1 way of thinking. As Daniel Kahneman's research shows, intuition almost always outweighs rationality.

Of course, personal bias can creep in. If you're a Greggs sausage roll fan (like me), you might instinctively view this collab more favourably. And for our friends up North, where dipping chips in gravy is second nature, this pairing may feel entirely normal. But with launches in London, Manchester, Newcastle and Birmingham, pleasing such diverse audiences requires more than instinct. That's why testing with a representative UK sample is the only way to cut through bias and truly understand your customers.

Here's how we assessed the likely commercial impact of this limited-edition pairing:

• Emotional Pull: Using our FaceTrace® tool, we measured emotional resonance to see how strongly the collab connected with a nationally representative UK audience.

• Share Trading: We gauged consumer willingness to "buy" or "sell" the product, uncovering key insights into purchasing behaviour and preference.

• Decision Speed: We tracked how quickly and instinctively consumers responded. Faster reactions were rewarded, while slower responses were penalised, giving us a clearer picture of spontaneous enthusiasm.

So, is this collaboration as tasty as it looks? Let's sausage roll into the results.

The Texture Versus Taste Debate

A polarising pairing, UK consumers were split down the middle, with some loving the collaboration and others far less convinced. And really, as a nation divided by Marmite, it's no surprise we can't all agree on gravy-dipped sausage rolls either.

For the sceptics, texture was the biggest drawback, with many pointing to soggy pastry as a dealbreaker. Concerns over health and processed foods also surfaced, and in true British fashion, one consumer even suggested baked beans as the more fitting condiment. I'll leave that one without comment.

The fans, on the other hand, couldn't wait to sink their teeth into this feast. They highlighted the novelty, the complementary flavours and the surprisingly delicious combination. One hungry respondent even admitted they were "salivating" at the thought. That's one "Gravy Meets Pastry" meal and an extra bucket for drool, please.

Love it or loathe it, the product is clearly capturing attention. Only 27% of consumers felt neutral, while it scored an exceptional intensity rating of 1.81. This is a pairing designed for short-term success: emotional, divisive and powered by two of the nation's most recognised brands. It may not be on its way to becoming a national dish, but it will certainly fuel short-term appetites and excitement. For brands exploring limited-edition collaborations, this kind of attention-grabbing, emotion-driving strategy can pay off quickly. Greggs and KFC may never make it a menu staple, but in the meantime, it's sure to drive plenty of footfall.

Create with Confidence

Planning a limited-edition launch or a brand partnership with a fresh twist? The key to success lies in understanding how consumers really feel. Whether you're aiming for short-term buzz or long-term growth, develop new products with confidence by putting your customers at the heart of the process. Test pre-launch, refine and optimise with the support of our expert consultancy team, and ensure you maximise the commercial impact of every innovation. Ready to get started?