The bakery chain is selling a â€˜glazed ring doughnutâ€™ in addition to its classic â€˜jam doughnutâ€™.
While the former contains approximately 191 calories, the latter has 245 calories, according to theirÂ website.
It appears the introduction of a hole – and lack of filling – has culled more than 50Â caloriesÂ from the sweet favourite.
Greggs is encouraging customers to make the simple swap as part of its new healthier â€œdoughnut dietâ€ initiative.
According toÂ The Sunday Times, it plans to tweak its displays so that jam doughnuts are surrounded by ring doughnuts, guiding the public to order the lower-calorie product.
Speaking at a recent childhood obesity conference in London, Roger Whiteside, Greggsâ€™s chief executive said that ring doughnuts â€œtake some of the calories outâ€.
As well as a greater calorie content, jam doughnuts also contain 10g of fat, compared to 6.4g found in ring doughnuts.
However, because of its greater surface area thanks to the hole, ring doughnuts have 13g ofÂ sugarÂ â€” which is 22 per cent of their weight – compared to 12g in the jam-packed alternatives.
Greggâ€™s new campaign is in response to the governmentâ€™s childhood obesity strategy, which is forcingÂ foodÂ companies to reduce sugar levels in their products.
Speaking about the challenges the chain faced at the same conference, Whiteside added: â€œPeople like big cakes, not little cakes . . . we know that we shouldnâ€™t be encouraging people to eat large cakes . . . but the problem is you have to go with demand.â€
Wendy Baker, a Greggs spokeswoman, told the paper that they were â€œserious about customer healthâ€.
She added: â€œA wider choice of ring doughnuts has been introduced which range from 190 to 260 calories, compared to traditional fondant doughnuts which range from 225 to 340 calories.
â€œGreggs has also reduced sugar by 20 per cent across its sweet range.â€
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