ByRuby, a well-regarded name in the ready meal sector, embarks on a significant trial by introducing 18 of its premium meal lines in select Sainsbury’s stores.
This initiative marks an exciting chapter as ByRuby offers its gourmet dishes including Grass Fed Beef Bourguignon and British Chicken, Leek, and Bacon Pie to a broader audience through approximately 10 Sainsbury’s locations starting this month. The trial phase will include strategic placement of branded vertical freezers within the stores, potentially setting the stage for expanded distribution, contingent on trial success.
The assortment also features a Three Cheese Macaroni Cheese, adding to the diversity of options available for consumers seeking convenience without compromising quality. This development comes as ByRuby’s products find places in retail outlets such as Waitrose and Booths, illustrating a growing footprint in the supermarket landscape.
Recently launched in Sainsbury’s Hendon and Kiln Lane stores, the products will extend to Penzance and St Albans stores by next spring, aiming to solidify ByRuby’s presence and market penetration. The co-founders, Ruby Bell and Milly Bagot, shared their enthusiasm, noting that the partnership with Sainsbury’s could broaden the reach of their handmade culinary offerings, which aim to provide the comfort of home-cooked meals, enhancing consumer accessibility to quality frozen food.
This move coincides with Sainsbury’s strategic efforts to enhance its own-brand meal offerings, having recently unveiled a varied selection of Taste the Difference ready meals. These include innovative flavours such as Smoky Aubergine Tikka Masala and Mexican Style Chimichurri Chicken, showcasing the retailer’s commitment to catering to diverse taste preferences.
Moreover, Sainsbury’s has introduced a new own-brand Pan-Asian line featuring internationally inspired dishes such as Chicken Pad Thai Noodles and Beef Bibimbap, part of a broader strategy to innovate and expand their ready meal offerings. This reflects a dynamic shift in the market, where consumer demand for high-quality, convenient meal solutions is rapidly evolving.
ByRuby’s collaboration with Sainsbury’s represents a strategic move to increase brand visibility and consumer reach, aligning with current trends towards premium, convenient food solutions.
