Sainsbury's rolls out 27-strong ethnic trial

Sainsbury’s is trialling a line-up of 27 ethnic products as it ramps up its world food offering.

The rollout of the new products - which include Asian and Jamaican lines - to 19 stores at the start of the month follows the creation of a dedicated ethnic trading team by the retailer last summer.

Among the products are 2kg packs of Pakeeza vegetable margarine, Bio Green lassis, Savera raita and paneer, and halal Jamaican patties. Royal is supplying eight lines, including a Punjabi samosa and desserts kalajam and gulabjam.

“This range will allow us to offer a more complete shop for our customers and ensure we can offer their everyday essentials,” said a Sainsbury’s spokesman.