Sainsbury’s is trialling non-British cooked chicken at a round-pound price point.
The retailer has listed Moy Park’s Castle Lea-branded ready-to-eat plain cooked chicken on a trial basis as of 21 May, priced at £2 for a 200g pack. It is flagging up the new listing with in-store shelf barkers (pictured).
By comparison, a 210g pack of Sainsbury’s standard own-label cooked chicken slices costs £3, while a 230g pack of Basics roast chicken breast slices costs £2 [JS website].
Sainsbury’s own-label cooked chicken is 100% British, but Castle Lea is made from EU chicken, sourced primarily from the Republic of Ireland.
A spokeswoman for Sainsbury’s said it had a longstanding commitment to British sourcing and had pledged to double the amount of own-label British food it sells by 2020. “However, we do offer branded lines to provide our customers with a choice.”
Moy Park markets Castle Lea as “a truly affordable choice” and “a popular range in the GB market reinforced by its ‘round pound’ pricing structure”.
Castle Lea is also currently stocked by Tesco and has been sold by other mults in the past.