Greggs has unveiled its new Steak & Stilton Bake, accompanied by a unique ‘Stilton Insurance’ policy that allows customers to swap the bake if they don’t enjoy it. This bold move aims to encourage even those wary of Stilton cheese to give the product a try.
According to recent research by Greggs, 28% of Brits avoid Stilton cheese, and 11% have never sampled it at all. Despite this, Greggs is confident the new bake will win over sceptics. Customers can purchase the Steak & Stilton Bake and if they dislike it, they can exchange their half-eaten pastry for a classic Steak Bake at any Greggs shop nationwide. There are no forms or fees involved; just a straightforward swap facilitated by ‘Stilton Claims Advisors’ at the counter.
This offer, described by Greggs as a UK first, comes alongside findings that 55% of Brits believe Stilton is unfairly dismissed without a fair chance. Additionally, 51% of people admitted to falling into a lunchtime routine, often choosing the same meal deal or food repeatedly. This new bake, returning after seven years since the last Steak & Stilton Roll was sold, is designed to refresh lunchtime choices.
The Steak & Stilton Bake contains tender diced beef in rich gravy, combined with blue Stilton cheese and grilled onions, all encased in Greggs’ signature flaky puff pastry topped with a black pepper crumb.
Zoe Harris, Customer Director at Greggs, commented: “While we know the Steak & Stilton Bake has devoted fans, we appreciate that blue cheese can be a bold flavour to embrace. We’re so confident this bake will convert Stilton sceptics that we’re guaranteeing satisfaction. If you really don’t like the Stilton, our classic Steak Bake is yours on the house - no questions asked.”
Further research revealed that over half of Brits (54%) hesitate to spend money on unfamiliar foods for fear they won’t enjoy them, while 57% said that free insurance on new food items would give them more confidence to experiment with flavours. It was also observed that 20% of people try new foods very infrequently, only once every six months or less.
Despite some being put off by Stilton’s strong aroma - 32% cited this as a deterrent - and 11% never having tried it, nearly half (47%) agreed that the Steak & Stilton combination is one of Britain’s great pub flavour inventions.
The Steak & Stilton Bake launched nationwide on Thursday, 3 September, leading Greggs’ autumn menu and marking the return of a much-loved flavour after a seven-year absence.
The research supporting these insights was carried out by Censuswide, surveying a nationally representative sample of 2,000 UK adults aged 18 and over between 26 and 28 August 2026.