A major UK supermarket has announced a massive change, hoping to take on chains like Greggs and Pret. Asda has launched its “bake on the shop floor” model, baking in-house at Asda Express stores.

Baked goods can now be found in smaller stores that didn’t previously have a fresh bakery section. The new menu includes croissants, cinnamon buns, pain au raisin, pain au chocolat, focaccia, crusty rolls, cheese twists, shortbread, and brownies. There are also limited-edition and trendy offerings like the Sicilian lemon Danish and Biscoff croissant. The move is an attempt to compete with the brands dominating the food-on-the-go market, Greggs and Pret, with baked goods on sale for as little as 38p. Asda is targeting branches in Manchester and London, which are hotspots for office workers and commuters buying breakfast and lunch on the way to work. Lauren Severn, Asda’s in-store morning goods buyer, said: “With the growing demand for food on the go, we’re excited to launch a wide variety of delicious, sweet and savoury single-serve pastries.

"Whether customers are popping in for a mid-morning snack or afternoon pick-me-up, we have an extensive range of great quality products at outstanding market-leading prices – now that’s Asda Price.”

Tesco launched its ‘bake on the shop floor’ model in 2024 with equipment supplier Mono. Now, Mono can sell the oven unit on the wider market.

The Bake Zone unit is a three-tray convection oven with merchandising cassettes, merchandising shelves, cooling shelves, self-serve tongs, a heat-resistant blind, and a cooling rack.

The stores launching the new in-house bakery 

• Pinewood, Reading

• St Kews, Cornwall

• Discover Park, Kent

• Hog's Back, Surrey

• Romford, Greater London

• Anchorsholme, Blackpool

• Runcorn, Cheshire

• Pride Park, Derby

• Sandy Lodge, London

• Worsley, Manchester