Greggs is cooking up a fresh assault on the home of the pasty, as it sets its sights on expansion in Cornwall, the Telegraph reports.

The bakery chain confirmed it had opened its fourth Cornish site, at the U2 Enterprise Park in Saltash, on Saturday, as it unveiled plans to open 150 stores this year with a focus on the South West.

Roisin Currie, chief executive of Greggs, said the business saw “more scope to open sites” in Cornwall, where the chain only has a small presence.

Greggs, which was founded in 1939 on Tyneside and is popular across the North of England, has faced scepticism from locals fiercely loyal to the traditional Cornish pasty.

Attempts by Greggs to launch in the market have been branded as the “pasty wars”. One resident even previously described Greggs’ own alternatives as the “Devil’s spawn”.

The Saltash store adds to sites Greggs has opened in Truro, St Austell and Launceston.

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