Sainsbury’s suppliers have been urged to offer buyers any ideas for new product development and innovation as the retailer seeks to make its produce offer more distinct.
Speaking at the annual Sainsbury’s Farming Conference last week, produce technologist Lily Peck said her remit is to 'look for something different”.
Peck issued her call for exciting NPD after a cameo by G’s grower Scott Watson in a video shown at the conference, where he explained the success of new colorful bunched radish. Also featured was sweet-stemmed cauliflower, which Peck said had sold well since launching at Sainsbury’s.
“Any great ideas you have, talk to your technical manager about it and help us differentiate our range,” she said.
Differentiation was a key theme throughout the conference, where several senior members of the Sainsbury’s team stressed that being perceived as ‘distinct’ was a key part of the retailer’s strategy.
Chief executive Mike Coupe said that of the 70 range reviews that have taken place in the last year, work has focused on either the commodity or the premium tiers. “We have rationalised ranges on the commodity lines and reduced prices. In the quality tiers where we can create distinctiveness, that is where we have expanded the range,” he said.
British sourcing remains another key priority for Sainsbury’s, according to Coupe, who said that with the current political backdrop this is likely to be “amplified several times”.
Online and convenience are both seeing strong growth for Sainsbury’s, up seven and eight per cent respectively during the last year, and Coupe said the retailer would continue to hone its position in both areas. “Speed is increasingly a utility. If you’re not in same day or next day delivery in online, then you’re not in the game,” he said.
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