Sainsbury's is gearing up to launch a Feed Your Family for a Tenner meal deal, The Grocer has learned.
The offer follows the success of its Feed Your Family for a Fiver launch in March 2008, and is thought to mirror the concept quite closely in its use of raw ingredients as opposed to copying deals such as Dine in for £10 offers from the likes of Waitrose and Marks & Spencer, which targeted couples with ready meal-based options.
Chief executive Justin King outlined plans for the new pricepoint deal at a staff conference in Birmingham last week.
A Sainsbury's employee who attended the event said the campaign would run alongside its current Feed Your Family for a Fiver offer. "The £10 deal will be a more upmarket, fancier version, to include a bottle of wine and possibly a starter and dessert," he said. "Feed Your Family for a Fiver has been very successful so it makes sense to launch an add-on. We would like to bring it out in time for Christmas but nothing has been finalised yet it is in the early stages."
Shore Capital analyst Darren Shirley said Sainsbury's needed to be careful to send out the right message.
"If Sainsbury's markets the campaign as getting more for your money, with a nice bottle of wine and something sweet to go with the main course, it will go down well. But if it uses premium ingredients only, it will raise questions in the consumer's mind about the quality of what is being sold in FYFFF."
The offer follows the success of its Feed Your Family for a Fiver launch in March 2008, and is thought to mirror the concept quite closely in its use of raw ingredients as opposed to copying deals such as Dine in for £10 offers from the likes of Waitrose and Marks & Spencer, which targeted couples with ready meal-based options.
Chief executive Justin King outlined plans for the new pricepoint deal at a staff conference in Birmingham last week.
A Sainsbury's employee who attended the event said the campaign would run alongside its current Feed Your Family for a Fiver offer. "The £10 deal will be a more upmarket, fancier version, to include a bottle of wine and possibly a starter and dessert," he said. "Feed Your Family for a Fiver has been very successful so it makes sense to launch an add-on. We would like to bring it out in time for Christmas but nothing has been finalised yet it is in the early stages."
Shore Capital analyst Darren Shirley said Sainsbury's needed to be careful to send out the right message.
"If Sainsbury's markets the campaign as getting more for your money, with a nice bottle of wine and something sweet to go with the main course, it will go down well. But if it uses premium ingredients only, it will raise questions in the consumer's mind about the quality of what is being sold in FYFFF."
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