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Sainsbury’s launches Patisserie Valerie trial & rolls out Sushi Gourmet

As part of its commitment to offer customers a distinct and differentiated choice of quality food, Sainsbury’s is trialling a new in-store partnership with luxury patisserie brand, Patisserie Valerie.

Following a successful 20-store trial, the retailer also plans to roll out a further 30 sushi counters in its supermarkets by the end of the year, bringing the total number of supermarkets with sushi counters to 50.

Customer feedback on the sushi counters already in stores has been very positive with people enjoying the opportunity to buy fresh Japanese Food to Go. Sushi Gourmet’s sushi and teppanyaki is freshly prepared by highly trained sushi chefs in-store and in front of Sainsbury’s customers, using quality ingredients to create great value ready-to-eat products.

As part of the Patisserie Valerie trial, Sainsbury’s will sell branded cakes on patisserie counters in 12 stores for the first time. The delicious handmade cakes and pastries are made and delivered by Patisserie Valerie in the morning and sold in the luxury brand’s own presentation boxes by Sainsbury’s colleagues.

Both the Sushi Gourmet and Patisserie Valerie partnerships give Sainsbury’s customers a wider choice of high quality products at great value and convenience.

Sainsbury’s Food Commercial Director, Paul Mills-Hicks, said, “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. 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.”