Sainsbury’s has launched a new Taste the Difference Discovery range inspired by British and Indian cuisine.
The range includes 54 products including steaks, artisanal deli and cheese, modern ready meals, and wine and spirits. It aims to meet growing demand, with searches for ‘premium’ rocketing 50% month on month online at Sainsbury’s.
Sainsbury’s director of product and innovation James Campbell told The Grocer the new range provided a “real opportunity to elevate” the Taste the Difference proposition and “level up at-home dining”.
“We’re focusing on the quality of the product first and foremost, making sure we get that bit right,” he said.
The new offerings include hand-butchered Aberdeen Angus steaks that have been salt dry-aged for up to 35 days (£14), and British Wagyu (£19.50). Online searches for ‘Wagyu’ beef at Sainsbury’s are up 63% compared with last year.
Meanwhile, searches for charcuterie products at the grocer are up 49%. Sainsbury’s new Continental meats range features Cuor di Prosciutto (£7) and a Taste of Italy Salami Trio (£12). Artisanal cheeses include a British Gorwydd Caerphilly (£5.50), Pitchfork Cheddar (£5), and Swiss Alpine Wilder Engel (£5.50).
Sainsbury’s has also launched a range of ‘Modern Indian’ ready meals after searches for Indian ready meals jumped 30%.
It forms Sainsbury’s largest premium Indian ready meal selection, featuring 18 dishes, in what Campbell described as “some of the best food we have ever created”. The range includes a Chicken Biryani (£10), Achari Beef Short Ribs (£12), and an Indian twist on loaded fries with new Chilli Cheese Masala Fries (£4.50).
Campbell said the ready meals “play into that restaurant quality”. “We’ve worked tirelessly over the last 18 or so months to make sure we execute that well and chose the right partners to help us do that.”
With Nectar Prices, the Modern Indian range is available on a £15 Dine in Deal. It serves two people with a main and side.
It will run alongside a £10 deal offering a main and a side for two people across the retailer’s Modern Classics range, which aims to offer a contemporary twist on British classics.
Dishes include Beef Shin Cottage Pie, Ham Hock Rarebit Crumpets, and a hand-crimped Poachers Pie (all £9.25) alongside sides such as Truffle Dauphinoise and Hot Maple Carrots (both £4).
The Discovery range will also offer new spirits and wines, including an XO Fine Champagne Cognac (£38.50) and VSOP Pays d’Auge Calvados (£26), a double-distilled spirit from Normandy, France. The wine selection features a Terrasses du Larzac (£14) and a sparkling Blanc de Blancs (£12).
“We’ve been really taken aback by how successful this has been so far,” said Campbell. “We have such great trust with our customers, we work tirelessly to make sure we reserve this trust.”
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