Asda and Greggs join forces on shop-in-shop partnership

Greggs will initially open shop-in-shops in five Asda stores as part of the pilot, with the first due to launch next month.

Asda said its supermarkets in Boldon, Corby, Huyton, Eastlands and Wigan will host the first Greggs concessions.

The locations will stock Greggs’ full range, including its popular vegan sausage rolls, steak bakes, breakfast rolls, sandwiches, wraps and hot and cold drinks.

The partnership is the latest in a long line of deals Asda has struck in a bid to broaden its food to go proposition.

It already works with the likes of McDonald’s, Sushi Daily and Just Eat in a number of stores across the UK.

The Walmart-owned grocer said earlier this year that partnerships would be a keen focus in 2020. It plans to tie up with even more brands that “complement” its existing range in stores. Asda has earmarked 150 supermarkets where it wants to “introduce a host of new offerings” in a bid to increase customer choice.

Asda chief strategy officer 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 and property 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.”