Sainsbury’s has added over 200 new branded and own-label products as part of the biggest revamp of its chilled fixture in 10 years.
The Grocer can reveal it began rolling out the revamp in mid-September across all its supermarkets. The new lines are made up of the Global Eats ready meal range and Leon bakery and chilled products, alongside new fish and meat-free options, flavoured milks and dairy alternatives.
The newly added branded lines also come as part of its Future Brands programme, which is designed to differentiate Sainsbury’s offer through investment in and support of small suppliers.
While the amount of space dedicated to fresh items has not changed in the majority of stores, the retailer has allocated additional space “in the right stores for current and future growth”, it said. “The space has been rebalanced to better align with customers’ needs and meet future demand,” Sainsbury’s added.
Bays have been moved around in selected branches with a view to revamp the fixture’s layout to help customers “find what they want more easily”.
The category reset, which has been over a year in the making, has also seen the supermarket install new PoS signage to signpost shoppers to its various sections, including halal, Polish and plant-based products, dependant on local customers’ needs and preferences.
A Sainsbury’s spokeswoman told The Grocer shoppers’ feedback had been “excellent”, supported with “great sales”.