Here are some real-life case studies, comments, and examples of how customers and media are reacting to Greggs’ Pumpkin Spice offerings (and the autumn menu more broadly). These show what people like, dislike, expect — and how “pumpkin spice” functions in public perception.
Case Studies
1. Early Return & Price Reactions
- Leicester Mercury / National media coverage: Greggs announced that the Pumpkin Spice Latte was going back “early” (before the typical autumn onset) in 2024, which created enthusiasm among customers who saw this as a marker that autumn was arriving. (Leicester Mercury)
- Price increase commentary: The Daily Record noted that the 2024 Pumpkin Spice Latte was £2.20, which was ~25p more expensive than the previous year. Some customers praised the return, but there was grumbling from others about inflation and cost of living making treats more of a stretch. (Daily Record)
Takeaway: The timing of the return is perceived as a ritual, so bringing it earlier boosts excitement. But price sensitivity is real: small rises draw attention and can dampen the delight.
2. “Value vs Premium” Comparisons
- Media comparisons to Starbucks etc.: Reports frequently pointed out that Greggs’ Pumpkin Spice Latte is significantly cheaper than Starbucks’ equivalent. For example, in 2025 Greggs’ hot PSL is about £2.75, iced about £3.10, while Starbucks’ versions tend to be well above £4 for comparable sizes. Greggs’ pricing helps it appeal to cost-conscious customers who want seasonal flavours without the premium chain markup. (The Sun)
- Taste tests / comparison articles: In a “I tried pumpkin-spiced lattes at Starbucks, Pret, Greggs …” piece (Bristol Live), one of the testers said of Greggs: “A nice latte but it did not really taste like pumpkin spice. However it was the cheapest of them all as well, priced at just £2.40 – which I would say is pretty good value.” (Bristol Post)
Takeaway: Many customers accept a slightly less strong or refined flavour in exchange for affordability. Value is a strong part of the brand’s appeal.
3. Mixed Taste Reactions
- Some people love Greggs’ pumpkin spice items; others think the spice is too mild, or that it “doesn’t taste enough like pumpkin.” For example:
- On Reddit, many echo that the “pumpkin spice” flavour is more about spices like cinnamon, nutmeg, clove than pumpkin itself. Some like that; others find it less satisfying if they’re expecting a strong pumpkin pie taste. (Reddit)
Takeaway: There’s a balance: flavour expectations vary. Some customers want intensity; others are content with a “hint” of spice. Greggs seems to lean toward a milder version, which pleases some and disappoints others.
4. “Instagrammable” / Social Media Buzz
- Greggs’ autumn menu rollout gets a lot of traction on social media. Posts showing first pumpkin spice lattes, doughnuts, or autumn menu items get shared widely. The “official” Greggs announcements are met with enthusiastic comments: “this is the best day ever”, “pumpkin spice season is amongst us that only means one thing… Autumn.” (Leicester Mercury)
- On Reddit threads, many users say they were excited just by the photos or menu descriptions, even before tasting. The visual / seasonal signaling seems to be a big part of the draw. (Reddit)
Takeaway: Even for those who are lukewarm about the flavour, the idea of pumpkin spice serves as a trigger for engagement. It’s a signal that autumn (with its other associations: warmth, comfort, cosy) has arrived.
5. Operational & Format Examples
- Over Ice / Iced Version: Greggs introduced the iced Pumpkin Spice Latte in selected shops, to extend appeal beyond hot-drink lovers and accommodate warmer early autumn days. This format also shows responsiveness to weather and seasonal boundaries. (Greggs)
- Nutritional Info: The regular Pumpkin Spice Latte (364.5ml) has 204 kcal, 25g sugars. Some customers have commented on the sweetness / sugar content, either warning that it’s a “treat” rather than a daily thing, or wishing for lighter versions. (greggs.co.uk)
Examples of Comments & What They Indicate
Here are some direct comments from customers / media, followed by what they suggest about the role of pumpkin spice in Greggs’ offering:
| Comment | Interpretation / Insight |
|---|---|
| “It might still be summer, but it’s time to spice things up… Pumpkin Spice Latte is back…” (Greggs’ own announcement) (Belfast News Letter) | Greggs uses the anticipation & emotional pull of seasons to generate interest. Returning PSL = cultural cue that autumn’s here. |
| “Pumpkin spice season is amongst us that only means one thing… Autumn.” (Leicester Mercury) | For many customers, the PSL functions as a kind of ritual: its return is emotional and symbolic, regardless of flavour specifics. |
| “A nice latte but it did not really taste like pumpkin spice. However it was the cheapest of them all…” (Bristol Post) | Price can compensate for weaker flavour. If a product is cheap, people are more forgiving. Also shows that “flavour authenticity” is a trade-off. |
| “It’s delicious. Quite subtle taste to the filling but still great.” (about the doughnut) (GB News) | Subtlety is acceptable and even preferred by some. More spice isn’t always better. |
| “Probably the only thing I’ve hated. Tastes like cinnamon.” (GB News) | Some expected pumpkin or more complex flavour; when they get mostly cinnamon (or spice blend), it disappoints. |
| “One £1.65 item was the best I’ve ever had but I gave up on another” — from a review of the autumn menu (Daily Star) (Daily Star) | Mixed menu reactions: some items delight, others not so much. Even within autumn offerings, there’s variation. |
What These Case Studies Tell Us: Lessons & Implications
Combining the examples above, here are insights into how pumpkin spice functions as a menu strategy for Greggs (or similar chains), what works, and what to watch out for.
- Timing & Ritual Are Key
The return of pumpkin spice is anticipated. Launching it early, with fanfare, reinforces brand-loyal customers and draws in people who buy into seasonal culture. It becomes a cue for other autumn things: jumpers, changing leaves, festive bakes. - Affordability is Central
Many customers openly compare Greggs to premium coffee chains. The PSL works as a way to offer a flavour trend at accessible price. If the “premium chains” version of PSL costs £4-£5, Greggs offering it for ~£2.50-£3 draws in people who want the flavour without premium pricing. - Flavour Expectations vs Reality
Not everyone expects the same. Some want strong pumpkin spice; others are happy with mild spice + comfort. People who expect pumpkin pie might feel disappointed if they mostly taste cinnamon etc. So managing expectations (in menu description, photography, marketing) matters. - Format Variety Helps
Offering hot and iced, pairing with pastries (e.g. doughnuts), using “seasonal” items beyond drinks — all expand the usage occasions. It stops pumpkin spice from being a drink-only novelty. - Social & Emotional Value > Pure Product Quality
Often comments don’t focus intensely on excellence; they focus on feeling: “autumn has arrived,” “finally,” “this makes the season feel real.” Even when flavour is mild or derivative, the emotional impact is strong. - Risk of Fatigue or Perceived Gimmick
Some comments show fatigue: “just tastes like cinnamon,” “the pumpkin spice is unnecessary,” “not very pumpkiny.” If a brand leans too much on seasonal flavours without variation or authenticity, the market may start to shrug. Rotating or enhancing the flavour (more depth, new formats, pairing with other seasonal ingredients) helps.
If you like, I can pull together two mini case studies of specific stores or regions (e.g. London vs rural UK) for 2025 to show how sales and reactions differ. Would you prefer that?
Autumn in the UK arrives with many predictable rituals: trains filling up again, boots coming out of wardrobes, and for a growing number of people, that first sip of spiced, comforting sweetness that signals the high season for seasonal-flavoured everything. In 2025 Greggs — the ubiquitous British bakery that turned sausage rolls and vegan doughnuts into mainstream national obsessions — leaned into that ritual again. The chain’s autumn roll-out brought back its Pumpkin Spice Latte alongside a cluster of sweet and savoury seasonal items, and the question on many customers’ lips is simple: is pumpkin spice at Greggs still an autumn staple, or has the trend mellowed into background noise?
Short answer: yes — but with caveats. The Pumpkin Spice Latte is still a cultural marker for the season and a commercial tool for Greggs; it meets customers where they are (value-seeking, taste-conscious, seasonal-hungry) while signalling the brand’s larger strategy of affordable occasion-led marketing. Below I unpack why it still matters in 2025, what changed (and what didn’t), and how Greggs’ take on pumpkin spice fits into the wider economics and culture of seasonal menus.
The 2025 Autumn Menu: what’s back, what’s new
Greggs launched its 2025 autumn menu in early September, rolling out 14 new items across sweet and savoury lines. The Pumpkin Spice Latte returned as a headline item — available hot and iced — and was accompanied by the Pumpkin Spice Doughnut and other autumn-themed treats. The coffee is made with freshly ground Fairtrade beans and the classic pumpkin-spice syrup, finished with cream and a spiced-sugar sprinkle; the iced variant was offered in selected shops. The autumn roll-out also included savoury crowd-pleasers such as a Chicken Fajita Bake and a Firecracker Chicken range, plus value-led options like a new “Big Deal” meal for around £5.00 — positioning Greggs as a seasonal option and a pragmatic lunchtime choice. (Greggs)
Those product-level decisions — bring back the PSL, add a matching baked good, pair the launch with strong savoury innovation and a value meal — are not accidental. They’re designed to get shoppers into shops and apps for both impulse treats and everyday meals, which is core to Greggs’ growth playbook.
Pricing: the “affordable PSL” play
One of the headline selling points in media coverage was price. Greggs has long marketed itself as a cheaper alternative to the big coffee chains: the 2025 Pumpkin Spice Latte was widely reported at a price point that undercuts Starbucks comfortably (reports put Greggs’ latte at roughly £2.50–£2.75 versus Starbucks’ taller sizes at around £4+). That price delta is strategically important: for commuters or students wanting a seasonal treat without the lunchtime sticker shock, Greggs’ offering becomes an obvious pick. For shoppers who use price as a daily heuristic of “value,” the lower-cost PSL turns seasonality into an affordable indulgence rather than a premium ritual. (The Sun)
Beyond headline prices, Greggs has needed to balance inflationary pressure on costs with customer sensitivity. The company publicly signalled in the previous year that it wanted to steady price increases and focus on volume and expansion rather than repeated hikes — an environment that makes affordable seasonal offerings more politically and commercially palatable. (The Guardian)
Taste and recipe — faithful to the PSL archetype
Greggs’ Pumpkin Spice Latte in 2025 sticks closely to the mainstream PSL template: espresso, steamed milk, a pumpkin-spiced syrup (usually a cinnamon-clove-ginger-nutmeg blend rather than actual pumpkin purée), a swirl of cream and a spiced sugar finish. The company also promoted a new/updated recipe variant in 2025 that emphasises freshly ground Fairtrade coffee — an important label for customers who care about provenance. The iced version, meanwhile, expanded the PSL’s reach beyond purely “cold-weathers-only” consumption, acknowledging how UK summers bleed into warm early autumn days, and how iced coffees have become season-agnostic. (Greggs)
What this means for taste: Greggs isn’t reinventing the wheel. It’s offering a familiar, comforting flavour with the quick purchase convenience of a high-street bakery. For many customers the point isn’t novelty but reliable seasonal comfort — and Greggs delivers that.
Social & media reaction: nostalgia, memes, and price-conscious excitement
The social media lifecycle of pumpkin spice is now institutionalised. Each autumn, users post first-sip pictures, influencers film “first PSL of the season” content, and brands ride the wave. Greggs’ 2025 campaign used classic timing (early September) and cheeky value comparisons to amplify conversation. Instagram reels and short-form videos from customers showcased the pumpkin doughnuts alongside the latte, often with the same kind of affectionate mockery and sincere enthusiasm that the PSL inspires elsewhere.
Media outlets also leaned into the price story: comment pieces highlighted how Greggs gave customers a Starbucks dupe at a fraction of the price, while lifestyle writers debated whether the “pumpkin spice moment” is now so normalised that it has lost edge. The overall tone in coverage was positive — Greggs’ move was framed as smart brand management: deliver affordable seasonal joy, amplify it with simple social assets, and add bakery innovation that keeps the menu feeling fresh. (The Sun)
Commercial rationale: more than a gimmick
Why do seasonal items like pumpkin spice matter for chains like Greggs? There are several business drivers:
- Footfall generation. Seasonal launches create urgency: limited-time items trigger visits from both habitual customers and infrequent ones curious to try the novelty.
- AOV (average order value) uplift. Customers who come for a latte may add a pastry or buy a savoury lunch, increasing basket size.
- Brand relevance. A seasonal hit keeps the brand culturally visible and fuels PR/social content at low marginal marketing cost.
- Price positioning. By offering an affordable PSL, Greggs contrasts itself against premium coffee chains and captures value-conscious consumers without diluting the brand.
Greggs’ 2025 roll-out paired the PSL with other autumn items and a low-price “Big Deal” bundle. That combination is a textbook example of using a high-visibility seasonal product to support broader sales objectives rather than treating it as a stand-alone stunt. (FOODbible)
Does “pumpkin spice fatigue” matter in the UK?
There’s a perennial conversation about whether pumpkin spice has been overdone. In markets like the US, where pumpkin spice culture has existed for decades, the novelty has flattened and the flavor now signals “autumn” in a reflexive way. The UK followed this arc a few years later, and by 2025 some commentators suggest PSLs are less of an event and more of a seasonal accessory.
But there’s a difference between cultural fatigue and commercial efficacy. Even if the pumpkin-spice motif feels predictable, it still performs: it reliably triggers purchases and seasonal chatter. For many customers — especially those balancing tight budgets — the PSL functions like a small ritual (first sweater weather drink) rather than a must-have trend item. Greggs benefits from the ritualised nature of pumpkin spice: familiarity reduces friction in purchase decisions and keeps a steady stream of short-term sales. The effect is less about innovation and more about dependable demand.
Ingredient sourcing and ethical signalling
Greggs’ 2025 marketing emphasised Fairtrade coffee in its Pumpkin Spice Latte — not just a nod to quality, but a deliberate ethical signifier. For an increasingly sustainability-aware customer base, such credentials matter. They help Greggs position the PSL not as cheap and cheap-sourced, but as affordable and ethically conscious. This is especially important as consumers interrogate the origins of everyday purchases and as brands compete on both price and purpose. (Greggs)
Of course, the pumpkin spice syrup itself is a mass-produced flavouring rather than real pumpkin purée in most chain PSLs — a clarification that doesn’t usually affect consumer demand but is worth noting for readers skeptical of “pumpkin” claims.
Wider menu architecture: pumpkin spice as part of a balanced launch
Greggs didn’t place pumpkin spice in isolation. The chain used the autumn menu to spotlight savoury innovation (Chicken Fajita Bake, Firecracker Chicken items) and value propositions (the Big Deal). That matters: if the PSL had been the only talking point, the launch might have felt shallow. Instead, the mix suggests Greggs is using seasonal excitement as a lever to drive trial across categories — a strategy that can improve margins and reduce reliance on a single novelty. The presence of limited-time sweet items — doughnuts, muffins — creates cross-sell opportunities that are cheap to produce but high in margin. (FOODbible)
Accessibility and ubiquity: why Greggs’ PSL cuts through
Greggs has one of the densest high-street footprints in the UK and a strong app/Click + Collect capability. That distribution makes the Pumpkin Spice Latte accessible in a way many indie cafés or premium chains aren’t. Accessibility — both geographic and price — turns pumpkin spice into a democratic seasonal treat rather than an aspirational luxury. For many customers, the question is not “is the PSL interesting?” but “is it convenient and affordable?” On both counts, Greggs scores highly.
Risks and limitations
No product is risk-free. For Greggs, the main vulnerabilities around the PSL are:
- Cannibalisation: If customers buy the PSL instead of higher-margin hot drinks or skip bakery items, the net benefit could erode.
- Brand dilution: Over-reliance on trend-forward items risks diluting Greggs’ core proposition as a reliable, everyday bakery.
- Supply and cost pressures: While Greggs signalled a desire to stabilise pricing, food and wage inflation can squeeze margins on promotional-priced items.
However, Greggs’ broader strategy — pairing the PSL with savoury innovation and a value meal — mitigates some of these risks by encouraging fuller baskets and repeat visits rather than one-off impulse buys. (The Guardian)
Cultural reading: why pumpkin spice persists
Pumpkin spice is less about the literal flavour of pumpkin and more about what it signals: the seasons turning, cosy rituals, and small comforts. In the UK context, where the weather shift is pronounced and the cultural appetite for seasonal rituals is strong (think mince pies at Christmas), pumpkin spice has found a comfortable home. Greggs’ PSL sits neatly in that cultural groove — it’s not aiming to be avant-garde; it wants to be the reliable marker that says “autumn is here,” priced so that ordinary people can participate.
Verdict: staple or seasonal blip?
Is Greggs’ Pumpkin Spice Menu 2025 still an autumn staple? Yes — but with nuance.
- Culturally: The PSL remains a seasonal marker. It’s part of a shared autumn ritual and continues to create social media moments and PR coverage.
- Commercially: It’s an effective tool for footfall and basket uplift. Combined with a slew of savoury launches and a value-focused meal deal, it contributes to a broader commercial play rather than existing as an isolated gimmick.
- For the customer: It delivers predictable, affordable comfort. For shoppers who prize affordability and convenience, Greggs’ PSL is more than a novelty — it’s a seasonal ritual that’s cheap to maintain.
- For the brand: It keeps Greggs culturally relevant without asking customers to pay a premium to participate in seasonal rituals.
In short, pumpkin spice at Greggs isn’t revolutionary in 2025 — it’s reliable. And in the crowded, price-sensitive British high street, reliability is often more valuable than novelty.
Final thoughts: what next for pumpkin spice and Greggs?
If Greggs wants to keep extracting value from seasonal menus, a few sensible moves would help: deepen ethical sourcing communication (so customers understand the Fairtrade story), experiment subtly with format innovation (pumpkin spice cold-brews, low-sugar variants) to capture niches, and keep anchoring seasonal launches in clear value propositions (meal deals, combo promotions). Those moves would keep the PSL from becoming stale while preserving the practical, everyday appeal that makes Greggs a high-street staple.
Pumpkin spice may no longer shock. But at Greggs in 2025 it continues to do the job it needs to do: bring people in, add a little seasonal sparkle to someone’s day, and remind shoppers that autumn has officially arrived — one cheap, spiced sip at a time. (Greggs)
Case Studies
1. Early Return & Price Reactions
- Leicester Mercury / National media coverage: Greggs announced that the Pumpkin Spice Latte was going back “early” (before the typical autumn onset) in 2024, which created enthusiasm among customers who saw this as a marker that autumn was arriving. (Leicester Mercury)
- Price increase commentary: The Daily Record noted that the 2024 Pumpkin Spice Latte was £2.20, which was ~25p more expensive than the previous year. Some customers praised the return, but there was grumbling from others about inflation and cost of living making treats more of a stretch. (Daily Record)
Takeaway: The timing of the return is perceived as a ritual, so bringing it earlier boosts excitement. But price sensitivity is real: small rises draw attention and can dampen the delight.
2. “Value vs Premium” Comparisons
- Media comparisons to Starbucks etc.: Reports frequently pointed out that Greggs’ Pumpkin Spice Latte is significantly cheaper than Starbucks’ equivalent. For example, in 2025 Greggs’ hot PSL is about £2.75, iced about £3.10, while Starbucks’ versions tend to be well above £4 for comparable sizes. Greggs’ pricing helps it appeal to cost-conscious customers who want seasonal flavours without the premium chain markup. (The Sun)
- Taste tests / comparison articles: In a “I tried pumpkin-spiced lattes at Starbucks, Pret, Greggs …” piece (Bristol Live), one of the testers said of Greggs: “A nice latte but it did not really taste like pumpkin spice. However it was the cheapest of them all as well, priced at just £2.40 – which I would say is pretty good value.” (Bristol Post)
Takeaway: Many customers accept a slightly less strong or refined flavour in exchange for affordability. Value is a strong part of the brand’s appeal.
3. Mixed Taste Reactions
- Some people love Greggs’ pumpkin spice items; others think the spice is too mild, or that it “doesn’t taste enough like pumpkin.” For example:
- On Reddit, many echo that the “pumpkin spice” flavour is more about spices like cinnamon, nutmeg, clove than pumpkin itself. Some like that; others find it less satisfying if they’re expecting a strong pumpkin pie taste. (Reddit)
Takeaway: There’s a balance: flavour expectations vary. Some customers want intensity; others are content with a “hint” of spice. Greggs seems to lean toward a milder version, which pleases some and disappoints others.
4. “Instagrammable” / Social Media Buzz
- Greggs’ autumn menu rollout gets a lot of traction on social media. Posts showing first pumpkin spice lattes, doughnuts, or autumn menu items get shared widely. The “official” Greggs announcements are met with enthusiastic comments: “this is the best day ever”, “pumpkin spice season is amongst us that only means one thing… Autumn.” (Leicester Mercury)
- On Reddit threads, many users say they were excited just by the photos or menu descriptions, even before tasting. The visual / seasonal signaling seems to be a big part of the draw. (Reddit)
Takeaway: Even for those who are lukewarm about the flavour, the idea of pumpkin spice serves as a trigger for engagement. It’s a signal that autumn (with its other associations: warmth, comfort, cosy) has arrived.
5. Operational & Format Examples
- Over Ice / Iced Version: Greggs introduced the iced Pumpkin Spice Latte in selected shops, to extend appeal beyond hot-drink lovers and accommodate warmer early autumn days. This format also shows responsiveness to weather and seasonal boundaries. (Greggs)
- Nutritional Info: The regular Pumpkin Spice Latte (364.5ml) has 204 kcal, 25g sugars. Some customers have commented on the sweetness / sugar content, either warning that it’s a “treat” rather than a daily thing, or wishing for lighter versions. (greggs.co.uk)
Examples of Comments & What They Indicate
Here are some direct comments from customers / media, followed by what they suggest about the role of pumpkin spice in Greggs’ offering:
| Comment | Interpretation / Insight |
|---|---|
| “It might still be summer, but it’s time to spice things up… Pumpkin Spice Latte is back…” (Greggs’ own announcement) (Belfast News Letter) | Greggs uses the anticipation & emotional pull of seasons to generate interest. Returning PSL = cultural cue that autumn’s here. |
| “Pumpkin spice season is amongst us that only means one thing… Autumn.” (Leicester Mercury) | For many customers, the PSL functions as a kind of ritual: its return is emotional and symbolic, regardless of flavour specifics. |
| “A nice latte but it did not really taste like pumpkin spice. However it was the cheapest of them all…” (Bristol Post) | Price can compensate for weaker flavour. If a product is cheap, people are more forgiving. Also shows that “flavour authenticity” is a trade-off. |
| “It’s delicious. Quite subtle taste to the filling but still great.” (about the doughnut) (GB News) | Subtlety is acceptable and even preferred by some. More spice isn’t always better. |
| “Probably the only thing I’ve hated. Tastes like cinnamon.” (GB News) | Some expected pumpkin or more complex flavour; when they get mostly cinnamon (or spice blend), it disappoints. |
| “One £1.65 item was the best I’ve ever had but I gave up on another” — from a review of the autumn menu (Daily Star) (Daily Star) | Mixed menu reactions: some items delight, others not so much. Even within autumn offerings, there’s variation. |
What These Case Studies Tell Us: Lessons & Implications
Combining the examples above, here are insights into how pumpkin spice functions as a menu strategy for Greggs (or similar chains), what works, and what to watch out for.
- Timing & Ritual Are Key
The return of pumpkin spice is anticipated. Launching it early, with fanfare, reinforces brand-loyal customers and draws in people who buy into seasonal culture. It becomes a cue for other autumn things: jumpers, changing leaves, festive bakes. - Affordability is Central
Many customers openly compare Greggs to premium coffee chains. The PSL works as a way to offer a flavour trend at accessible price. If the “premium chains” version of PSL costs £4-£5, Greggs offering it for ~£2.50-£3 draws in people who want the flavour without premium pricing. - Flavour Expectations vs Reality
Not everyone expects the same. Some want strong pumpkin spice; others are happy with mild spice + comfort. People who expect pumpkin pie might feel disappointed if they mostly taste cinnamon etc. So managing expectations (in menu description, photography, marketing) matters. - Format Variety Helps
Offering hot and iced, pairing with pastries (e.g. doughnuts), using “seasonal” items beyond drinks — all expand the usage occasions. It stops pumpkin spice from being a drink-only novelty. - Social & Emotional Value > Pure Product Quality
Often comments don’t focus intensely on excellence; they focus on feeling: “autumn has arrived,” “finally,” “this makes the season feel real.” Even when flavour is mild or derivative, the emotional impact is strong. - Risk of Fatigue or Perceived Gimmick
Some comments show fatigue: “just tastes like cinnamon,” “the pumpkin spice is unnecessary,” “not very pumpkiny.” If a brand leans too much on seasonal flavours without variation or authenticity, the market may start to shrug. Rotating or enhancing the flavour (more depth, new formats, pairing with other seasonal ingredients) helps.