and that they were now focusing on "food on the go" products as customer habits were changing. The traditional north east loaf, the Stottie, is still sold in many branches in the north east of England. Balanced Choice pasties In September 2016, in response to rising obesity levels in the United Kingdom, Greggs introduced a range of sourdough pasties which are under four hundred calories. The Balanced Choice Bakes are in Greggs' healthy Balanced Choice range. Marketing In July 2002, American actress and model Milla Jovovich, a fan of the store and its pasties, said that she would be willing to become the "face of Greggs" in a new marketing campaign if the firm approached her. However, no such approach was made. Greggs Rewards In February 2014, Greggs launched an electronic loyalty scheme app called "Greggs Rewards". Pasty tax In March 2012, Chancellor of the Exchequer George Osborne proposed to simplify the taxing of takeaway food. In the United Kingdom, most food intended to be cooked and eaten at home is zero rated, meaning that businesses do not have to charge their customers the standard VAT on those products. With the pasty tax, any food besides freshly baked bread which is sold while above room temperature would be subject to the 20% VAT charge with no exception for intended serving temperature. Chairman of the company, Derek Netherton warned that such a tax would lead to "further unemployment, high street closures and reduced investment". Greggs participated in a campaign to reverse this decision, which became known as the "pasty tax" or "Pasty Gate". Greggs: More Than Meats the Pie An eight part documentary series, called Greggs: More Than Meats The Pie, which goes behind the scenes of the bakery and all its areas, was broadcast on Sky1 and Sky1 HD in April 2013. Sky revealed the documentary programme's first episode was Sky1's number one original show in April, with a final total of 1.27 million viewers. References External links Corporate site Consumer site Yahoo profile 1939 establishments in England Bakeries of the United Kingdom British companies established in 1939 Companies based in Newcastle upon Tyne Companies listed on the London Stock Exchange Doughnut shops English brands Fast-food chains of the United Kingdom Food and drink companies established in 1939 Restaurants established in 1939 Retail companies established in 1939 Retail companies of the United Kingdom