Greggs has reintroduced its popular Steak & Stilton Bake, accompanied by an innovative ‘Stilton Insurance’ scheme that allows customers to swap the bake if they do not enjoy it. The bakery chain expressed confidence that the nation would embrace the new offering, aiming to encourage even those wary of Stilton cheese to give it a try.
Recent research conducted by Greggs revealed that 28% of Brits avoid Stilton, while 11% have never tasted it. To address this hesitancy, Greggs is underwriting every purchase of the Steak & Stilton Bake, allowing customers to taste it risk-free. Those who find the flavour unsuitable can exchange their half-eaten bake at the counter for a classic Steak Bake, with no forms, fees, or hassle.
This UK-first offer is now available in all Greggs outlets nationwide. The company highlighted that 55% of consumers feel that Stilton is often dismissed without a fair chance. Moreover, research shows that 51% of Brits tend to stick to routine lunchtime meals, often ordering the same food repeatedly.
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The Steak & Stilton Bake features tender diced beef in a 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, said: “It has been seven years since we’ve offered Steak & Stilton, and while it has a devoted following, we understand some remain hesitant. Blue cheese is a bold choice, but we are confident this bake will win over many. Customers can consider this a zero-risk taste test; if they don’t enjoy the Stilton, they can swap it for our classic Steak Bake, no questions asked.”
Further research indicated that 54% of people are reluctant to try new foods due to fear of disliking them, while 57% said that free “insurance” would encourage them to experiment with new flavours. Additionally, a fifth of respondents try new foods infrequently, every six months or less, and 28% form an opinion after just one bite.
Some challenges were noted: 32% of people are deterred by Stilton’s strong smell, and 11% had never tried it. Nevertheless, 47% agreed that the Steak & Stilton combination is among the great British pub flavour inventions.
The Steak & Stilton Bake marks the highlight of Greggs' autumn menu. It makes its return from Thursday, 3 September, bringing back the much-loved flavour for the first time since the Steak & Stilton Roll was discontinued seven years ago.
The research was carried out by Censuswide with a representative sample of 2,000 UK adults aged 18 and over between 26 and 28 August 2026.