Greggs moves into frozen food

Greggs, the baker, is making a move into the branded frozen food market in partnership with Iceland supermarkets.

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It will sell a range of Greggs branded bake-at-home sausage rolls in 10 Iceland frozen food stores around Liverpool.

Greggs says the trial will “assess the potential for its savoury foods to be sold into the frozen take home market, and to identify any impact this could have on its existing shop business.”

The Sandwich chain is also planning to switch to more tactical marketing activity as it seeks to become the UK’s biggest sandwich and savouries outlet.

Greggs reported a 2.1% rise in sales to £662m for the year ending in January and a 4.8% rise in sales in the first 18 weeks of this year.

It currently operates 1,500 shops and plans to open 500 more, including 80 this year.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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