Sainsbury's is overhauling its sweet treats, homebaking and confectionery ahead of a major summer push for the categories.
The supermarket told The Grocer its summer NPD would centre on themes of family treats and sharing and had targeted desserts and home-baking as areas for improvement.
From May, Sainsbury's is adding new lines across the entire desserts fixture to rival the upmarket offerings of Waitrose and Marks & Spencer.
"Across the whole of summer we have a lot more NPD for 2010 than we'd usually have," said Susi Richards, head of development at Sainsbury's.
"In the dessert area we hadn't really compared favourably with Waitrose and M&S, so for May we are re-launching our entire dessert offer."
"We are really focused on products that look visually stunning but made as you would at home, so we have made changes in our supplier base so that they have the capabilities to make top-quality fresh desserts from scratch."
As well as the April launch of a US-style ice cream line pitched to compete with Ben & Jerry's, Sainsbury's will introduce an old-fashioned confectionery range called Sweetshop and an extension of its Eric the Elephant-branded sweets that includes moves into soft drinks and gifting.
The retailer hoped "to make Sainsbury's the destination shop for home-baking with an expansion of the home-baking range from August," said brand manager Kate Bailey.
Sainsbury's also announced the relaunch of its entire range of gluten, wheat and dairy-free foods. From next week, it will stock 229 free-from lines more than any other supermarket including 26 new and repackaged own-label Freefrom offerings and 64 new branded lines.
The Freefrom lines would include what Sainsbury's claims are the UK's first free-from lunchtime pouches to be taken to work and re-heated.
Other NPD in the range includes pasta dishes, puddings and cakes.
The supermarket told The Grocer its summer NPD would centre on themes of family treats and sharing and had targeted desserts and home-baking as areas for improvement.
From May, Sainsbury's is adding new lines across the entire desserts fixture to rival the upmarket offerings of Waitrose and Marks & Spencer.
"Across the whole of summer we have a lot more NPD for 2010 than we'd usually have," said Susi Richards, head of development at Sainsbury's.
"In the dessert area we hadn't really compared favourably with Waitrose and M&S, so for May we are re-launching our entire dessert offer."
"We are really focused on products that look visually stunning but made as you would at home, so we have made changes in our supplier base so that they have the capabilities to make top-quality fresh desserts from scratch."
As well as the April launch of a US-style ice cream line pitched to compete with Ben & Jerry's, Sainsbury's will introduce an old-fashioned confectionery range called Sweetshop and an extension of its Eric the Elephant-branded sweets that includes moves into soft drinks and gifting.
The retailer hoped "to make Sainsbury's the destination shop for home-baking with an expansion of the home-baking range from August," said brand manager Kate Bailey.
Sainsbury's also announced the relaunch of its entire range of gluten, wheat and dairy-free foods. From next week, it will stock 229 free-from lines more than any other supermarket including 26 new and repackaged own-label Freefrom offerings and 64 new branded lines.
The Freefrom lines would include what Sainsbury's claims are the UK's first free-from lunchtime pouches to be taken to work and re-heated.
Other NPD in the range includes pasta dishes, puddings and cakes.
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