Sainsbury’s has added over 350 products to its world foods offering as it looks to diversify its range to make it more inclusive for customers.
The supermarket’s biggest investment into its world foods category will launch across over 1,000 stores, with the offering in each store set to “reflect the demographic of the local community”.
The move will also see over 500 stores dedicate more space to world foods, with total space increasing by 57% to accommodate new cupboard, canned and packaged items.
The Grocer understands that some of the stores are using the space that used to be dedicated to fresh food counters, which were closed during the pandemic, for the expansion.
“It’s important our customers can buy products that meet their everyday needs and tie in with cultural and religious celebrations, and so we’re pleased to announce this expansion of and investment in our world food range,” said Sainsbury’s food commercial director Rhian Bartlett.
The decision to expand the offering came after “extensive” customer research and was made in partnership with Sainsbury’s ethnically diverse colleague network, I Am Me, which provided 15% of the new product recommendations, the supermarket said.
Sainsbury’s also said another key driver was the growing popularity of its world food products, as it has seen sales increase by 25% since 2019.
“We hope the new lines and increased store space allows for world food shoppers to get more of what they need under one roof, as we continue our ambition to be a truly inclusive retailer,” Bartlett said.
More than 500 of Sainsbury’s’ convenience stores will also stock the new lines. Chilled products have already launched in 417 superstores and frozen items will launch in 367 stores at the end of March.
The new lines include more foods from regions such as eastern Europe, Asia and the Caribbean, as well as more products that cater for customers with religious dietary requirements such as halal and kosher.
The expanded world foods offering will be available online and in-store, but product availability will vary by location.
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