ByRuby, a premium ready meal brand, has initiated a freezer concessions trial within Sainsbury’s stores, offering 18 diverse meal options.
ByRuby has begun rolling out its high-quality ready meals in Sainsbury’s, placing 18 different options in around 10 of the retailer’s locations. This initiative features meals such as Grass Fed Beef Bourguignon, British Chicken, Leek and Bacon Pie, and Three Cheese Macaroni Cheese, according to recent reports.
These vertical branded freezers are strategically placed alongside ambient and fresh products rather than in the frozen aisle. The success of this trial could see ByRuby expand its presence across more stores in the future. The brand has already made its mark in supermarkets like Waitrose and Booths, with the latest launch occurring in Sainsbury’s Hendon and Kiln Lane outlets last week. Upcoming locations for these freezer concessions include Penzance and St Albans, set to commence next spring.
Co-founders Ruby Bell and Milly Bagot expressed their enthusiasm about the new venture, stating, ‘We are incredibly excited to be launching ByRuby into Sainsbury’s, and we can’t wait to make our delicious dishes more readily available for a wider audience.’ They highlight the unique, handmade quality of their meals, likening it to having a freezer stocked by a skilled cooking friend.
This move by ByRuby aligns with Sainsbury’s recent efforts to expand its own ready meal selections. The retailer has introduced 10 new Taste the Difference meals, featuring flavours like Smoky Aubergine Tikka Masala and Gochujang Roasted Cauliflower. Additionally, Sainsbury’s has rolled out a new Pan-Asian range with dishes such as Chicken Pad Thai Noodles and Beef Bibimbap, reflecting a growing trend in diverse ready meal options. This expansion demonstrates Sainsbury’s commitment to meeting evolving consumer tastes.
As ByRuby tests its new meal range in Sainsbury’s, the outcome could signal a broader availability and signify a shift in ready meal offerings, both for the company and the retailer.
