Greggs, in a bold move to capitalize on its massive brand loyalty, has teamed up with interiors specialist Icon to launch its first-ever homeware collection. The "Greggs Icons" range, which was teased on social media before its official release, includes a fun and unique line of products designed to bring the bakery's most beloved items into people's homes. The highlight of the collection is a series of giant, plush cushions and bean bags shaped like the iconic sausage roll and steak bake. Additionally, the limited-edition line features a recliner gaming chair and a cushion designed to look like a classic Greggs paper bag. This product diversification strategy aims to connect with a younger, online-savvy audience, particularly Gen Z, by offering them a tangible and quirky way to express their love for the brand. The launch demonstrates how Greggs is innovating beyond its core food business to engage its customer base and extend its brand presence in a highly creative and memorable way.
BBQ - Greggs has launched a limited-edition homeware collection. Explain two possible reasons why this product diversification strategy might be successful for the company.
