Greggs’ bake-at-home products land in Iceland

Greggs’ product trial with frozen food retailer Iceland has paid off as it is adding a full range of nine savoury and sweet products into UK stores.

The food-to-go bakery retailer has launched a series of two-pack savoury lines into the frozen food specialist’s outlets this month. They include steak bakes, chicken bakes, sausage and bean melts and bacon and cheese wraps. The move follows a successful trial of its bake-at-home four-pack of frozen sausage rolls at 10 Liverpool stores, which commenced last July.

Two-pack pasty varieties that will appear in Iceland stores include Cornish, meat and potato, cheese and onion, and chilli beef, in addition to a three-pack of toffee apple lattices.

Ken McMeikan, chief executive of Greggs, said: “We have been delighted with the performance of our frozen ready-to-bake four-pack sausage rolls and, in partnership with Iceland, we want to make Greggs even more accessible to more people. Based on extensive monitoring of our frozen ready-to-bake four-pack sausage rolls, we have seen no cannibalisation of sales from Greggs’ shops, and we will continue to monitor this carefully. 

“This is a great opportunity to extend Greggs’ offer into the take-home market and we look forward to working with Iceland on this exciting new range extension.”

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