Asda is to add seven new Rowe’s concessions to its stores across the southwest as it extends its partnership with the Falmouth-based bakers.

Currently, the Big 4 grocer offers Rowe’s products via concessions at its stores in St. Austell, Plymouth and Falmouth.

However, the move will now see its Cornish baked goods such as sweet pastries, sausage rolls and steak slices also rolling out in Asda’s Newton Abbott, Hayle Harbour, Weston Supermare, Weymouth, Bodmin, Yeovil and Barnstaple stores.

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“We’re really excited to be extending our partnership with Rowe’s ahead of the busy tourist season, having worked together for almost 15 years,” Asda food partnerships co-ordinator, Jessica Marsters said.

“We know that Rowe’s is a much-loved brand amongst our customers so it’s great to be able to bring their Cornish delights to more people across the South West.”

The move forms part of the supermarket giant’s strategy to ‘win locally’, by offering customers new reasons to shop at its stores.

Rowe’s retail lead, Jason Prime added: “Our three established Asda concessions perform incredibly well and have proved to us that there is a strong demand for our products from Asda soppers.

“We’re excited to be expanding our partnership with Asda and grow our business in the southwest and beyond.”