Asda is looking to work with "iconic" regional bakery firms to roll out branded bakery concessions in stores across the UK.
Cornish bakery Rowe’s opened the first of these concessions in the Asda store in St Austell, Cornwall, earlier this month, selling a range of hot and ambient savouries.
Roy Clark, Asda’s change and concessions manager, told British Baker that, if successful, further Rowe’s concessions could be launched in the south west and the model replicated with other bakeries in various regions of the country.
"We hope to identify iconic local bakeries we can partner with throughout the country. We are working closely with our local sourcing teams, who have excellent supplier networks," he said.
The Rowe’s-branded counter features a 12ft-long hot counter and 12ft ambient sections, as well as a front-of-store food-to-go offering. Rowe’s has supplied local Asda stores with breads, cakes and pasties for 15 years.