In a week of dismal news for retail, shares in Greggs hit an all-time high on the back of some savvy marketing and solid trading figures.

It’s a turnaround from the spring when it issued a profit warning after freezing weather dented sales.

But it was the launch of a vegan sausage roll that propelled it into the headlines.

It was another example of how Greggs has harnessed social media to boost profits.

The marketing campaign – helped

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