Greggs Chief Executive Ken McMeikan has urged Treasury ministers to rethink the planned VAT rise their products.
In his budget, Chancellor George Osborne proposed introducing a 20% tax rate on hot takeaway foods.
Mr McMeikan says Greggs' pasties, pies and sausage rolls should not be subject to VAT because the customer cannot be guaranteed a hot product.
More top news
A new law banning so called 'legal highs' needs to be implemented as a matter of urgency, says a Newcastle councillor.
The proposal to shut Eskdale School in Whitby has been hugely controversial, with a 5,000-signature petition calling for it to be saved.
The study was carried out in conjunction with researchers at Newcastle University.