Greggs is set to open its first trial supermarket concessions this year, launching in five Asda stores across the Midlands and North of England.

The first of the five stores – either Boldon, Corby, Huyton, Wigan or Eastlands – will open in March, but due to the trial nature of the openings a nation-wide roll out will depend on consumer response to the concessions.

The offering is expected to be that of a standalone Greggs store, serving hot and cold products as well as freshly ground coffee.

The move is the latest of Asda’s food-to-go partnerships, already working with Sushi Daily, KellyDeli and Just Eat.

Earlier this year, Asda announced it was looking to secure a number of partnership trials in 2020 order to increase its offering. It’s hoping to launch more brands that complement its existing range in around 150 of its stores.

“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,” Raymond Reynolds, business development and property director at Greggs told The Sun.

In its fourth quarter trading update released last month, the bakery giant marked an “exceptional year,” reporting like for like sales growth of 9.2%. It also confirmed Just Eat as its exclusive delivery partner following a successful trial in London, a service that it will roll out nationwide this year.

Topics