UK retail bakery chain Greggs said today (4 July) that it has started a limited trial to sell branded bake-at-home products at frozen-food retailer Iceland Foods.
The baker has begun selling a four-pack of Greggs-branded sausage rolls in ten Iceland stores in the Liverpool area.
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The company said the trial would enable it to assess the potential for its savoury foods to be sold into the frozen take-home market. It also wants to identify any impact this could have on its existing shop business.
It plans to “closely monitor” the trial before determining the long-term viability of its “participation in the frozen ready-to-bake market”.
