Madame Tussauds London Unveils a True National Treasure: The Greggs Sausage Roll

We are rolling out our latest and most unexpected figure yet, the iconic Greggs Sausage Roll, in celebration of the eagerly-anticipated National Sausage Roll Day on Thursday 5th June.

For a limited time only, the beloved British classic has secured a top spot in our Baker Street attraction’s Culture Capital Zone alongside the likes of Sir David Attenborough, Stormzy, and William Shakespeare. The zone is a space dedicated to those who’ve helped shape the landscape of British culture; from trailblazing artists to political giants and now, the golden, flakey pastry icon of British cuisine has also reached star status, with nearly one in two (46%) Brits recognising the Greggs Sausage Roll as a bona fide British icon.

Handcrafted in detail by our talented studio artists, the one-of-a-kind replica Sausage Roll marks the first time an individual food item has ever been given the celebrity treatment. The figure follows the exact same making-of process as our human figure creations, using the same traditional plaster moulding method as Madame Tussaud herself – from sample measurements, to clay moulds, to wax sculpts, to the hand painted details. Our team studied dozens of individual Greggs Sausage Rolls to ensure we captured its distinct crisp, flakey layers and unmistakable golden glaze. The final masterpiece is proudly displayed on a regal blue velvet cushion, elevated on a classic plinth and accompanied by a commemorative plaque – giving this humble pastry the full A-list experience it deserves.

The Sausage Roll has even gone on to generate some international celebrity fans over the years, from Hollywood actor Kiefer Sutherland expressing his love for the Sausage Roll on national TV, to American artist Teddy Swims requesting the flakey favourite ahead of his gig in Manchester earlier this year, to even billionaire pop-star Taylor Swift putting in the request directly with Greggs for the British classics to be served backstage to her crew and dancers as they kicked off the UK-leg of the Eras Tour last June.

It comes as no surprise that Greggs’ Sausage Roll has been crowned the official nation’s favourite on the British market for 6 years running, with the UK’s leading food-on-the-go retailer producing and selling 1 million Sausage Rolls every day.

New research* has revealed that the Greggs Sausage Roll ranks amongst the country’s most treasured British icons, coming higher in the newly released chart than the entire cast of Gavin & Stacey, Oasis’ Gallagher brothers, the legendary Sticky Pub Carpet, and one of the UK’s most recognisable soap characters, Eastenders’ very own Ian Beale.

Gen Z were particularly pastry passionate with over three quarters (76%) agreeing to the Sausage Roll’s Brit icon status. The study also highlights just how iconic the Greggs Sausage Roll has become, when asked which UK cultural symbols should be immortalised on a postage stamp, it stood proudly alongside national favourites like the Tyne Bridge, Wetherspoon’s, and the hotly debated supermarket meal deal.

The nation also declared their love for the iconic Greggs menu item with almost 57% declaring they adore the tasty treat and voting it above some of the UK’s most traditional dishes when asked what food they would offer a first-time UK visitor. Respondents said they’d prefer to introduce their friend to a Greggs Sausage Roll over a jam roly poly, a Scotch egg and an authentically British crumpet!

Our Studio Manager, Jo Kinsey, said: “The Greggs Sausage Roll is synonymous with British culture – we just had to put it in our Culture Zone. Our artists have put in numerous hours to capture every detail of this popular menu item, the pressure was on to capture it perfectly because we know how passionate Brits are about their favourite pastry!

We took the process very seriously, making this creation the exact same way we make all our figures at the attraction. We're delighted to honour its iconic status with a history-making feat – the first time an individual food item has had the honour of having their own figure at Madame Tussauds London. We can’t wait for guests to be stopped in their tracks at the life-like sausage roll – just in time for National Sausage Roll Day.”

Rosin Currie, CEO at Greggs, added: “We’re absolutely thrilled that Madame Tussauds London has chosen to honour the Greggs Sausage Roll in such a unique and iconic way. It’s a true celebration of a national favourite, and we couldn’t think of a more fitting tribute in the lead-up to National Sausage Roll Day. Seeing our Sausage Roll receive the celebrity treatment is a proud and slightly surreal moment for all of us at Greggs.”

In a move that cements its place in the nation’s cultural fabric, the life-like Sausage Roll will be on display for the nation to admire at our attraction from National Sausage Roll Day, Thursday 5th June, throughout the month.