Nando's Peri-Peri nuts (rsp: £1.69) will hit 100 Waitrose stores later this month in a cashews variant and a mixed bag of almonds, cashews and macadamias. Both are seasoned with Nando's signature Peri-Peri spice mix and are already available on the chain's restaurant menus.
All About Food, which has the license to market and sell Nando's marinades, crisps and table sauces and Pizza Express salad dressings, would follow their launch with further expansions to both brands, said marketing director Ben Johnson.
The Lancashire company was also in discussions with a number of national restaurant chains to launch new branded food ranges into supermarkets, he revealed. "Restaurants take massive value out of the incremental awareness we build for them," he said.
"Having real estate in supermarkets keeps restaurant brands top of consumers' minds during what are quite challenging times for the hospitality industry."
The launch of Peri-Peri nuts will be supported by social media advertising only. Traditional above-the-line marketing was not necessary, said Johnson.
"Nando's has 241 restaurants across the UK they are an effective way of keeping the brand at the front of consumers' minds," he said.
All About Food has recorded a retail sales increase of 26% to £25m over the past 12 months.