Côte has launched an 11-strong range of its “most popular” dishes into Ocado.
Called Côte at Home, the range comprises mains, side dishes and desserts – including the likes of filet aux truffes, chicken liver parfait and a vegan chocolate and salted caramel tart (rsp: £3.95-£14.95).
The dishes took “just minutes to prepare”, allowing consumers to enjoy “indulgent and authentic restaurant-quality meals in their own kitchens, with minimal fuss”, said Côte.
They launched at Ocado from today (17 December) and will be offered on an introductory promotion for two weeks.
Côte at Home originally launched as a DTC service last year and had since proven “a huge hit” with shoppers, said the casual dining brand.
“When we launched Côte at Home, during the darkest days of the pandemic, it was because we wanted to provide our customers with the menu items they loved but were unable to enjoy in our restaurants – and to do it in the most convenient way possible”, said Côte chief growth officer Andre Johnstone.
“And now, with our Ocado partnership, shoppers can sample some of the most popular dishes from the full range of Côte at Home boxes available on our website.”
Ocado buying manager Lucy Hamblion added: “Over the past couple of years, we’ve noticed that more of our customers are looking to experience the quality and luxury of restaurant-standard meals from the comfort of their homes.
“Our partnership with Côte at Home offers just that and we’re looking forward to hearing our customers’ feedback.”
Indeed, a venture into retail has proved profitable for a number of other casual dining brands.
Nando’s, for instance, achieved the largest absolute gain of any brand in the table sauces category this year. Value sales of its peri-peri sauces were up 13.8% (£4.3m) [NielsenIQ 52 w/e 11 September 2021].
Zizzi, meanwhile, generated £1m in sales of its frozen pizza line within its first 10 months on the market [Kantar 52 w/e 11 July 2021].
In February, Itsu said it had tracked “record” growth in the supermarkets in 2020, with sales of its grocery products, which include a range of gyoza and ‘Brilliant Broth’, surpassing the £20m mark.
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