Sainsbury's taps into trend of 'cheap' nights in with launch of Indian Zone

by Joe Thomas, marketingmagazine.co.uk 02-Jun-09, 15:00

LONDON - Sainsbury's has responded to the trend of consumers having a cheap night in by launching a dedicated Indian Zone at all of its main stores.

The Zone launches on 3 June and will move all Indian-cuisine-based products together to make it easier for consumers to find the items they need for a curry night-in. Of the 80 products, Sainsbury's is also adding an Indian range to its Basics offer for the first time with the addition of four products, including ready meals, samosas and naan breads. Four fresh Indian sauces will also be rolled out; these have been created exclusively for Sainsbury's by a selection of Indian chefs.

The Indian zone will take up to three bays and feature point-of-sale signage to increase awareness and make it easier for shoppers to locate.

Melanie Sachdeva, Sainsbury's category manager for ready meals, said the changes were the result of customer feedback and that the supermarket was confident that by putting ready meals, side dishes and fresh sauces in one place, shoppers would find it more convenient.

Comments

Jeremy Lee - 02/06/2009

I love Indian food, me, but have never found a supermarket curry that is any good. Always really bland or dubious reconstituted meat. Any recommendations gratefully received.