Asda will become the first UK supermarket to open Greggs concessions in its stores next month, after announcing a partnership with the bakery giant.
The partnership will trial concessions in five stores – Boldon, Corby, Huyton, Wigan and Eastlands – with the first opening set for March 2020.
Customers will be able to purchase the same selection of products found in standalone Greggs shops, including the Vegan Sausage Roll and Vegan Steak Bake, as well as breakfast rolls, sandwiches, wraps, sweet treats and freshly ground Fairtrade coffee.
The move represents the latest partnership to be tested in a selection of Asda stores as it focuses on partnership-led trials in 2020 with brands that complement its existing range in around 150 Asda stores. The retailer already works with KellyDeli brand Sushi Daily and delivery service Just Eat.
Greggs, meanwhile, is expanding the ways in which it services customers. In January, it announced an exclusive partnership with Just Eat as it looked to expand its delivery operation across the UK.
“Continuing our ‘test and learn’ approach to our partnership strategy into 2020, we are pleased to be kicking off this year’s activity with Greggs in the first of a series of trials. We are constantly looking for new ways to increase customer choice, and by partnering with brands that fit with our core values of great quality and great value – like Greggs – we’re excited to be able to give our customers access to something new in-store,” said Preyash Thakrar, chief strategy officer at Asda.
“Greggs is a much-loved brand, well-known for offering great-tasting, freshly prepared food at great value, and with its focus on launching innovative new products, as well as supporting communities where it counts, we think these concessions will be very well received by our customers.”
In preparation for the launch, Greggs is recruiting for a number of in-store roles as the partnership is set to create new jobs for the five shops.
Raymond Reynolds, business development and property director at Greggs, said the business was “delighted” to be teaming up with Asda.
“We know that high-quality food on-the-go and convenience go hand in hand, and this trial gives us the opportunity to bring our range of products to more customers in new locations,” he added.