The trend of ‘fakeaway’ brands making their mark in supermarkets is growing, with major players like Itsu and Pizza Express leading the sales chart.
- Ottolenghi has made a significant impact with its exclusive Waitrose launch, bringing gourmet flavours to everyday shoppers.
- Nando’s continues to expand its grocery presence, capitalising on the popularity of its famous Peri-Peri sauce and diverse product range.
- Zizzi adapts to economic trends, offering affordable restaurant-quality pizzas and meals through leading supermarkets.
- Leon and Wasabi have successfully introduced healthy and convenient meals to supermarket shelves, focusing on maintaining brand authenticity.
The trend of ‘fakeaway’ brands, offering restaurant-quality meals to be enjoyed at home, is on the rise in supermarkets. Leading this trend are Itsu and Pizza Express, which dominate the sales at Ocado. These brands offer popular items like classic pizzas and innovative seaweed thins.
Ottolenghi debuted in supermarkets with an exclusive partnership with Waitrose, providing a range of products such as miso pesto and harissa sauce. The brand has received an overwhelming response, with sales surpassing expectations by 97%, affirming the demand for premium and convenient cooking solutions. Ottolenghi remains committed to maintaining the quality of their offerings, ensuring no compromise on flavour while expanding their retail presence.
Nando’s, famous for its Peri-Peri chicken, has been a key player in the grocery sector since 1999. The brand’s grocery range includes sauces, marinades, and dressings available across major supermarkets. Nando’s continuous innovation is evident in campaigns like ‘Not Available at Nando’s’, which highlights the versatility of their products for home cooking.
Zizzi’s grocery debut in 2020 was a strategic move in response to changing consumer spending habits. Offering a range of pizzas, pasta, and desserts, Zizzi attracts new customers to the frozen food aisle. This strategy allows consumers to enjoy restaurant-style meals at home, aligning with current economic pressures where cost-effective dining options are in demand.
Leon has integrated its ethos of providing healthy and fast food into supermarket offerings since 2019. With an array of products including gluten-free options, coffee, and salads, Leon focuses on clean ingredients, paying special attention to maintaining its brand identity through consistent product packaging and ingredient quality.
Wasabi entered the grocery market in 2019 with ready-to-eat meals that bring the restaurant experience home. Their bento boxes and meal-for-one options, such as Chicken Katsu Yakisoba, have gained popularity, supported by revamped packaging to enhance brand recognition in supermarkets.
The expansion of fakeaway brands into the supermarket sector reflects a growing demand for convenient, quality restaurant-style meals at home.
