Greggs goes to Iceland

BAKER Greggs has started a trial with Iceland Frozen Foods to test the potential to sell frozen Greggs branded sausage rolls for shoppers to bake at home.

By The Newsroom

Published 5th Jul 2011, 10:15 BST

The group said the trial will help it to assess the potential for its savoury foods to be sold to the frozen take home market. It will also identify any impact the sales could have on its existing shops to ensure there is no cannibalisation.

Greggs will trial four-packs of branded sausage rolls in 10 Iceland shops.

Greggs’ chief executive Ken McMeikan said last month the firm planned to attack the end of day take-home market as it seeks new revenue streams in a trading environment which is not expected to show any improvement.

Greggs entered the breakfast market last year.

Greggs Iceland