Sainsbury’s is trialling an in-store partnership with Patisserie Valerie and more than doubling its number of sushi counters by the end of the year.
Twelve large Sainsbury’s branches have begun selling Patisserie Valerie-branded cakes and pastries at their patisserie counters, ranging from eight-inch gateaux to individual slices.
Sainsbury’s also announced an increase in its number of sushi counters from 20 to 50 by the end of the year, with the 30 extra coming from its existing partner Sushi Gourmet.
Feedback from the counters, first trialled in its Nine Elms stores in September, had been “very positive”, Sainsbury’s reported.
The supermarket said partnering with Patisserie Valerie and Sushi Gourmet offered customers “a wider choice of high-quality products at great value and convenience”.
“Working with Sushi Gourmet and Patisserie Valerie, we can offer our customers an even greater choice of delicious, high-quality fresh food in our stores,” said Sainsbury’s food commercial director Paul Mills-Hicks. “These two trials are great examples of how we’re maximising our space to offer customers choice and convenience and we know that working with high-quality, trusted brands helps attract new customers to our stores.”
Last year, Sainsbury’s CEO Mike Coupe said its Nine Elms store - which includes a Sushi Gourmet concession plus an Argos and Habitat - was a “window into the future” of the business.
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