Greggs is keeping a close eye on the nine-strong frozen range introduced to Iceland Foods last week to ensure there’s no negative impact on its own high street outlets.

“We have been delighted with the performance of our ready-to-bake four-pack sausage rolls and in partnership with Iceland want to make Greggs accessible to more people,” said CEO Ken McMeikan. “Based on extensive monitoring, we have seen no cannibalisation of sales from Greggs shops and we will continue to monitor this carefully.”

The deal, which is expected to last for at least a year, was “a great oportunity to extend Greggs into the take-home market”, he added.