Asda has gone into partnership with bakery giant Greggs to launch counters inside its stores.
The trial, which rolls out next month, will be launched in five Asda stores in Boldon, Corby, Huyton, Wigan and Eastlands.
Asda is the first UK supermarket to bring Greggs concessions into its stores. It said the counters would offer the same range of products found in Greggs’ standalone shops, and would have separate checkouts.
The move comes after Asda last month announced it was to replace its fresh meat and fish counters with a new food-for-now offer, including food-to-go and delivery services.
It said it planned to roll out at least 35 of the new formats by the end of the first quarter, and 150 by the end of the year, with trials launched last year in 13 stores.
The link up with Greggs follows other partnerships, with KellyDeli brand Sushi Daily and Just Eat.
“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,” said Asda chief strategy officer Preyash Thakrar. “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 said it was recruiting for a number of in-store roles to man the counters.
“We are delighted to be teaming up with Asda to trial in-store concessions,” said Greggs business development and property director Raymond Reynolds.
“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.”