Sainsbury's Launches Private Label Mexican Food Line

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September 13, 2011

Sainsbury’s is taking a page from North American retailers and launching a line of refrigerated Mexican food, claiming it is the first in the U.K. to do so under a store brand.

"As the trend for Mexican restaurants and food trucks is on the rise, we're proud to have developed a range of dishes that capture the flavors and vibrancy that are proving so popular,” said Romilly Edelmann, product developer at Sainsbury's. “Our starting point was to sit down with a true Mexican chef to learn what makes great Mexican food. From this we'll be launching everything from Chicken Tinga Quesadillas to Potatoes and Chorizo."

Prices range from $2.70 to $9.50 (£1.50 to £6.00) and products include everything from Mexican rice dishes and cornbread pre-sliced for easy sharing to Fajita kits and full meal solutions. All 20 refrigerated items launched in 545 Sainsbury’s stores under the retailer’s name on September 7.

“As Mexican food becomes increasingly popular in the U.K. and worldwide, the range offers an easy and fun way to enjoy all the flavors and spices of this vibrant cuisine without the hassle of preparing it,” said Edelmann. Additional items include Jalapeno Roasted Mushrooms, the Naked Burrito Bowl, Chicken and Chorizo rice, and Mexican Red Rice.

It’s an opportunity for Sainsbury’s to differentiate with a store brand in this category; Mexican food in the U.S. is among the most popular ethnic cuisines among shoppers of all backgrounds.

Additionally, Sainsbury’s has been aggressively overhauling its store brands. Earlier this year it began unifying its “standard” private label lines -- all 7,500 SKUs -- under the By Sainsbury’s brand, and last year Sainsbury’s revamped its Taste the Difference premium private label line, which included 1,000 SKUs.

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