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  • Exciting, fresh deli-style concept has just landed in over 100 Sainsbury’s stores
  • Kitchen Deli gives customers a brand-new range of delicious, ready-to-eat and ready-to-heat meal options

Known as Kitchen Deli, Sainsbury’s new self-serve proposition has been carefully curated to act as an additional own brand tier of ready-prepared food using great quality ingredients, with a speciality taste and feel.

It will initially feature thirteen premium quality, great value products, available exclusively in over 100 Sainsbury’s Superstores and Locals, taking pride of place in prominent positions on the shop floor. The retailer plans to grow the range to feature an expanded product selection that is available in more stores by the end of 2023.

Sainsbury’s is putting food back at the heart of its business as part of its ongoing Food First plan, and a key component of this is offering exciting new products that delight and inspire customers. The Kitchen Deli range is the latest way in which the retailer is doing just that, and it currently comprises three types of freshly packed meals and food to go for customers to conveniently collect whenever they want. These are:

  • Speciality Sandwiches & Wraps, £4.75 – Kitchen Deli features three new rosemary & rock salt focaccia sandwiches, including the Chicken, Maple Bacon & Avocado Sandwich, as well as three new soft tortilla wraps, such as the brand-new Triple Bean, Sweet Potato & Pickled Onion Wrap. 
  • Speciality Salads, £5.50 – Three delicatessen-quality salads, such as the retailer’s new Tuna Niçoise Salad, are included in the range, giving customers salad choices that provide both veg and protein as part of a delicious meal.
  • Speciality Ready-to-Eat or Heat-Up Meals, £6.50 – Whether customers are looking for a scrumptious meal solution on the go or a tempting, take-home dinner without the hassle of prep, the four new options in this meal type are as flexible as they are fresh. Choices range from Japanese Style Teriyaki Chicken & Sticky Rice to Turmeric, Cauliflower & Chickpea Dhal, and have all been selected to ensure these fully-fledged meal options feature something for everyone.

As well as showcasing fresh new recipes and ingredients, Kitchen Deli products have been created with a signature look and feel, designed to help them stand out to customers. This includes the packaging used to ensure products stay fresh throughout the day – most of it is paperboard-based and recyclable, minimising the use of plastic wherever possible.

Richard Crampton, Sainsbury’s Director of Fresh Food, said: “We are thrilled to introduce customers to Kitchen Deli, our new speciality selection of ready-prepared food that will add to and complement our existing range of own brand ready-meals and food on the go.

“We’re passionate about making inspiring, tasty food the focal point of how we show up for our customers and Kitchen Deli will give them a new and convenient way to sample the best of what Sainsbury’s has to offer. We’ll listen carefully to everyone’s feedback in the coming weeks and months as we work to build on and improve the new range.”

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