Greggs, Brentwood
Image Source: Paul Robertson
Greggs, which is headquartered in Newcastle, will be trialling counters in five Asda supermarket stores.
Chloe Shakesby

Asda puts Greggs on the menu with new counters

A national supermarket has today announced that it will be partnering up with a North-East based bakery.

Greggs, which is headquartered in Newcastle, will be trialling counters in five Asda supermarket stores.

The first concessions are due to launch next month in Boldon, Corby, Huyton, Eastlands and Wigan, and will stock Greggs’ full range.

Earlier this year, Asda said partnerships would be a keen focus in 2020, with 150 supermarkets earmarked for deals with more brands that “complement” its existing range in stores.

Asda chief of strategy, Preyash Thakrar, said:“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 that we know they will love.

“Greggs is a much-loved brand, well known for offering great-tasting, freshly prepared food at great value, and with their 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.”

Greggs business development director, Raymond Reynolds, added: “We are delighted to be teaming up with Asda to trial in-store concessions.

“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.”

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