Sainsbury is putting the emphasis on fresh convenience foods in the 100 new lines it will add to its premium Taste the Difference own label in September.
New lines, including 32 ready meal recipes, are due in store from next week as Sainsbury follows Tesco’s example and launches premium own label ready meals.
Senior manager for food marketing and development Lesley Chapman said Sainsbury was “committed to bringing better products to the middle market everyday”.
Fish is another key development area for Taste the Difference, she said. Recipes including peat-smoked salmon and prepared crab & mussels are due to go into stores next month.
Chapman said the 700 existing Taste the Difference lines were worth £420m a year to Sainsbury, and one in three customers bought into the brand.

For more, see The Grocer magazine, available now in all good newsagents (issue dated August 30)