With premium home-dining becoming increasingly popular as households look to save money, Sainsbury’s has launched ‘Discovery’, a new “restaurant-quality” food range under its Taste the Difference own brand.
The retailer noted that the 50 products in the range have been selected for their provenance and flavours inspired by British and Indian cuisine. The new “premium tier” includes steaks, modern classics, indian ready meals, artisanal meats and cheeses, alongside a curated selection of wines and spirits.
Shoppers can take advantage of a ‘Discovery Dine in Deal’ with Nectar Prices, which includes a main and a side for two people at £10 for the Modern Classics lines or £15 for Modern Indian items.
With Sainsbury’s celebrating 25 years since the launch of its Taste the Difference brand, the retailer stated that the new collection meets a growing demand, with searches for ‘premium’ up 50% on its website and 1 in 3 of its customers adding items from the premium range to their baskets.
“Elevating every meal with delicious, quality produce and dishes at great value has been at the heart of Taste the Difference for 25 years,” said James Campbell, Sainsbury’s Director of Product & Innovation.
“That’s why our new Discovery ranges are designed to effortlessly level up at-home dining. By bringing together exceptional ingredients and expert techniques, we’ve done the hard work for our customers, making it easier than ever to gather, share, and enjoy delicious food – turning everyday occasions into something truly special.”
NAM Implications:
- The struggles of bricks & mortar hospitality clearly represent opportunities in supply and retail.
- And why not go for premium…
- Thus Sainsbury’s, Waitrose and M&S in recent weeks…
- …with prices sufficient to cover fulfilment…
- …and the quality of ‘cook from frozen’ improving daily.
- A no-brainer…
