Sainsbury’s has rolled out a range of meals and food-to-go products under its new Kitchen Deli banner.
The range is launching in 100 Sainsbury’s Superstores and Locals with 13 products but the retailer plans to expand the line-up and take the concept into more stores during the year.
Sainsbury’s described Kitchen Deli as having been “carefully curated to act as an additional own-brand tier of ready-prepared food using great quality ingredients, with a speciality taste and feel”.
Most of the packaging used for the range is paperboard-based and recyclable, and the retailer said it had minimised the use of plastic where possible.
The Kitchen Deli line-up includes six sandwiches and wraps (rsp: £4.75):
- Wiltshire Cured Ham, Egg & Mature Cheddar Focaccia: Sliced Wiltshire ham, hard-boiled free-range egg, mature farmhouse Cheddar with baby watercress, spring onion and black pepper mayo on rosemary & rock salt focaccia
- Chicken, Maple Bacon & Avocado Focaccia: Sliced chicken, maple cured bacon, and avocado with Apollo lettuce and a Caesar mayo on rosemary & rock salt focaccia
- Salami, Mozzarella & Rocket Focaccia: Milano salami, Mozzarella, rocket and black pepper mayo between rosemary & rock salt focaccia
- Chicken Pesto & Avocado Wrap: Sliced chicken with a creamy basil pesto & Pecorino cheese, avocado, spinach and rocket in a soft tortilla wrap
- Piri Piri Chicken Wrap: Slices of chicken coated in Piri Piri sauce, coleslaw and Apollo lettuce with fresh spring onions, sweetcorn and red pepper, finished with garlic mayo and fresh coriander in a soft tortilla wrap
- Triple Bean, Sweet Potato & Pickled Onion Wrap (v): Cannellini beans, borlotti beans and kidney beans, black rice, sweetcorn and chargrilled sweet potato with a tomato salsa and soft cheese, red chilli, fresh coriander, pickled red onions and Apollo lettuce
The new range also contains three salads (rsp: £5.50) and four ready-to-eat or heat-up meals (rsp: £6.50).
“Kitchen Deli will give customers a new and convenient way to sample the best of what Sainsbury’s has to offer,” said Sainsbury’s fresh food director Richard Crampton.
“We’ll listen carefully to everyone’s feedback in the coming weeks and months as we work to build on and improve the new range.”
The roll out comes shortly after Asda revealed it had overhauled its food-to-go range as part of a £1.2m reset.