Poundland has launched a challenger to Greggs’ much-loved Festive Bake – backed by a cheeky marketing push.

The discount retailer has rolled out its Festive Pasty, which is priced at £1 for a 300g bake, to 700 stores across the country.

It is described as ‘succulent chicken thigh with ham and cranberries in a velvety creamy sauce – flavoured with sage and parsley – and wrapped in a delicious flaky puff pastry’.

Unlike Greggs’ Festive Bake, which is sold at £1.50 from the hot counter, the Poundland pasty is sold chilled and can be eaten cold or heated in the oven for 20-25 minutes.

Poundland has set its sights firmly on Greggs with a marketing push that includes a video in which men called Greg are asked to taste test the festive treat. The retailer has also been using the tagline ‘Loved by Gregs’.

Greggs declined to comment on the Poundland activity.