Sainsbury's has reorganised its chilled ready meals section into eight distinct zones and introduced chilled veg, ambient lines and drinks to the zones, so shoppers can pick up an entire meal in one aisle.

Following the grouping of Indian products in a dedicated zone in May, it is now doing the same with Italian, Oriental and family meals such as shepherd’s pie. The meals will be cross-merchandised with chilled veg, breads and in some cases, drinks. Some packaging has also been revamped.

“The Italian range is key for attracting families,” said Amy Cashmore from the retailer’s store support centre. “Kids and adults love pizza, chilled breads, fresh pasta and pasta sauce as well as Italian ready meals. So whether they want to cook from scratch or heat up a pre-prepared feast, they’ve got everything they need.”