Sainsbury’s has rolled out a new ‘Kitchen Deli’ range, offering premium fresh food-to-go options.
- The range, launched in 100 stores, features 13 products including wraps, sandwiches, salads, and ready meals.
- Packaging is primarily recyclable, as part of a move towards sustainability.
- Product pricing starts at £4.75 for sandwiches, with ready meals priced at £6.50.
- The launch coincides with Greggs’ plans for standalone cafés in partnership with Sainsbury’s.
Sainsbury’s has introduced a fresh take on convenience dining with their new ‘Kitchen Deli’ range, now available in 100 stores. This launch marks an expansion in their food-to-go segment, providing customers with a selection of 13 products. These include an assortment of wraps and sandwiches, as well as salads and ready meals, crafted for those seeking a quick yet premium meal solution.
The supermarket has made a conscious effort to incorporate sustainability into its packaging strategies. A majority of the packaging used for the ‘Kitchen Deli’ range is made from paperboard and is recyclable, aligning with broader efforts to minimise plastic use. This environmental consideration adds value to the overall consumer experience, offering guilt-free indulgence in convenience foods.
Pricing for the new range is structured to accommodate a variety of meals and options. Sandwiches, for instance, are priced at £4.75, providing an accessible yet upscale option for lunch or a snack. Salads, including options such as the tuna niçoise, are available for £5.50, while more complete meal solutions, like the Japanese-style teriyaki chicken with sticky rice, are offered at £6.50. These prices reflect the quality and premium positioning of the products.
Richard Crampton, Sainsbury’s director of fresh food, expressed the company’s vision for the Kitchen Deli as they seek to engage customers with exciting and convenient food choices. “We’re passionate about making inspiring, tasty food the focal point of how we show up for our customers,” he stated, highlighting the importance of consumer feedback in shaping future offerings.
This introduction comes at a strategic time, as Sainsbury’s builds on its retail collaborations. Concurrently, Greggs is setting the stage to open standalone cafés within Sainsbury’s stores, expanding their partnership footprint. These developments signal a significant shift towards enhancing the in-store customer experience through innovative partnerships and expanded product offerings.
Sainsbury’s new Kitchen Deli range reflects its commitment to premium, sustainable convenience food and strategic retail partnerships.
