Greggs is freezing out other retailers who want to stock its bake at home range - at least until next April.
Booming sales of the frozen range, available exclusively at Iceland, have taken both Greggs and Iceland by surprise and prompted supermarkets to approach Greggs with a view to stocking the range. But CEO Ken McMeikan said the baker would focus for now on working with Iceland.
“Sales have far exceeded our predictions and both of us have been delighted,” he told The Grocer. “The exclusive deal ends in April but we have a tremendous relationship. We think there is room for development with seasonal products at Halloween and Christmas.”