Asda is launching in-store Greggs counters – but only in select locations

Asda is launching in-store Greggs counters – but only in select locations
The counters will offer the same products that are available in Greggs' branches (Photo: Shutterstock)

Fans of Greggs could soon be able to pick up their favourites treats and pastries from Asda, as it prepares to launch in-store counters at some of its stores.

The roll-out is due to take place next month, but only five Asda branches will be involved.

A trial launch

The in-store Greggs counters will be rolled out initially as part of a trial, with Asda yet to confirm whether it will later launch the counters nationwide.

The following give Asda supermarkets will be involved in the trial run:

Boldon

Corby

Huyton

Wigan

Eastlands

Shoppers will be able to choose from the same menu that’s available in Greggs’ standalone branches, including its steak bake and hugely popular vegan sausage roll.

As part of the launch, Greggs is recruiting 40 to 50 new members of staff to help run the in-store concessions.

The roll-out is due to take place next month (March) (Photo: Shutterstock)
The roll-out is due to take place next month (March) (Photo: Shutterstock)

Increasing customer choice

Asda is the first of the UK’s major supermarkets to launch in-store Greggs counters, although shoppers can pick up a selection of frozen products from the bakery chain at Iceland, including sausage rolls, bakes and pies.

The partnership marks yet another addition to Asda’s food on-the-go offering, with items from Just Eat and Sushi Daily already available.

Commenting on the upcoming roll out, Preyash Thakrar, chief strategy officer at Asda, told The Sun: “We are constantly looking for new ways to increase customer choice.

“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.”

Raymond Reynolds at Greggs added: “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.”