Asda To Become First Supermarket In UK With Greggs Counter

Run-DMC and Aerosmith, Eminem and Dido - both collaborations that nobody asked for, but most of us enjoyed.

Which brings me nicely onto Asda and Greggs, the latest collaboration that nobody really asked for but almost all of us will no doubt warmly welcome.

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The supermarket is set to be the first in the UK to have its own Greggs counter, which is clearly exciting news. But don't go counting your mid-grocery-shop sausages rolls just yet, as the collaboration will only be coming to five stores initially - namely Boldon, Corby, Huyton, Wigan and Eastlands.

If you're lucky enough to live near one of these Asda stores, I'm afraid the supermarket is leaving us all in suspense regarding when exactly we can expect the Greggs counters to open.

We're also yet to learn whether the collaboration will ever become a nationwide thing, as that will be determined based on the success/failure of this trial.

What we do know is that shoppers will be able to choose from the same menu on offer in the bakery's standalone stores - it will also be hiring another 40 to 50 staff members to man the counters.

This is the first time one of the big four supermarkets has worked with Greggs like this - although Iceland sells a frozen range of the chain's products, including sausage rolls, bakes, wraps and pies.

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According to The Sun, Preyash Thakrar, chief strategy officer at Asda, said: "We are constantly looking for new ways to increase customer choice.

"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."

Raymond Reynolds at Greggs said: "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."

Earlier this year, Greggs announced it would be sharing £7 million ($9m) of its profits among its staff.

The chain - which has more then 2,000 branches across the country - said it would give the one-off payment to staff to recognise their 'crucial contribution to the company's success' after a 13 percent jump in sales.

Topics: Greggs, Food, UK News, Asda

Jake Massey

Jake Massey is a journalist at LADbible. He graduated from Newcastle University, where he learnt a bit about media and a lot about living without heating. After spending a few years in Australia and New Zealand, Jake secured a role at an obscure radio station in Norwich, inadvertently becoming a real-life Alan Partridge in the process. From there, Jake became a reporter at the Eastern Daily Press. Jake enjoys playing football, listening to music and writing about himself in the third person.

@jakesmassey