Sainsbury’s has opened its first Crussh concession in its Pimlico store.
The healthy living brand will offer its range of ‘fit food’ - including dishes such as a chicken protein health pot and a spinach & paneer curry - alongside fresh juices and smoothies.
The full coffee menu including turmeric lattes and ‘bulletproof’ coffee will be available in the concession, which marks the first time Crussh has partnered with a retailer.
As yet, there are no plans to open more Crussh concessions but Sainsbury’s will monitor the trial to assess the potential for a wider rollout.
Sainsbury’s said there had been “strong” customer demand for the Pimlico branch since it opened on 8 June, and was “pleased” with the performance of food, juices and smoothies.
“We’re always looking for new and innovative ways to offer our customers an even greater choice of delicious, high-quality fresh food in our stores,” said Sainsbury’s director of fresh foods Adrian Cook. “This trial with Crussh is a great example of how we’re broadening and differentiating our in-store offer to bring our shoppers a wide range of the products they want, all under one roof.”
Sainsbury’s has been working to increase its in-store concessions and by the end of this year, it will have 50 sushi counters and 17 Mini Habitats. It also aims to have 250 Argos concessions by 2019.
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