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War and pies
THE Army will be marching on stomachs filled by Greggs pasties after the North-East baker agreed a new deal to supply Armed Forces caterers.
The Newcastle-based firm has launched a trial with the Navy, Army and Air Force Institutes (Naafi) that will see it send frozen savouries to the British military base in Gutersloh, Germany.
It will supply a range of seven savouries, including sausage rolls, steak bakes, chilli bakes and sausage and bean melts, to troops that will be baked throughout the day by Naafi personnel and displayed in a Greggs branded counter.
The idea has been launched after Greggs topped the list in a survey by the Naafi that asked squaddies in Germany the food they missed most from home.
If the 12-week trial is successful, Greggs food could be served up at bases in Afghanistan , Germany, Brunei, Gibraltar, the Falklands, Northern Ireland and on Royal Navy ships.
Ken McMeikan, Greggs chief executive, and Royal Navy veteran of the 1982 Falklands conflict, said: “It’s great to hear that Greggs was the most requested brand that troops missed from home. We are really pleased to be making our savouries accessible to our troops in Germany, and, depending on a successful trial, available for our Armed Forces around the world.”
Mike Chapman, head of customer service for Naafi, said: “We are delighted to be able to bring customers the taste of home that they have been asking for.
“Greggs is one of the most popular brands on the UK High Street for its iconic sausage rolls and pasties, and our customers want us to deliver that to them during their Naafi break.”
In its last set of results likefor- like sales were down 2.3 per cent and the Armed Forces deal is part of the baker’s determination to weather the downturn by identifying new markets.
It has launched, and subsequently expanded, a range of frozen products available in Iceland supermarkets, and is trialling franchise stores in motorway service stations.
The retailer which serves more than six million customers a week, has about 1,600 UK stores – more than McDonald’s.