Sainsbury's dessert-kit range taps into home cooking trend

by Miranda Fitgerald, marketingmagazine.co.uk 18-Dec-08, 10:10

LONDON - Sainsbury's is to offer a range of dessert-making kits called 'Inspired to Create' intended to 'get the nation cooking, without scaring them off'.

The kits, which will launch next March, include three or four ingredients for creating desserts, such as cream, compote and meringue to make fruit pavlovas, or the chocolate, caramel and biscuit mix for millionaire's shortbread.

If the kits are a success, the supermarket may add ‘mix and match' kits to the range to give consumers greater variety.

Andy Bond, president and chief executive of rival Asda, last week confirmed that consumers are spending less on ready meals as a result of the credit crunch and are instead choosing to cook their meals from scratch.