Sainsbury’s has struck up a partnership with upmarket cake brand Patisserie Valerie and is expanding its tie-up with Sushi Gourmet.
The grocery giant, and new owner of Argos and Habitat, has unveiled plans to offer Patisserie Valerie cakes at 12 of its patisserie counters on a trial basis.
Sainsbury’s is also set to roll out 30 more Sushi Gourmet-branded sushi counters by the end of this year, following a successful pilot of sushi counters in 20 stores.
Its food commercial director Paul Mills-Hicks said: “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.”
Earlier this month, the grocer demonstrated commitment to its newly acquired brands Argos and Habitat by pledging to convert 60 Argos stores into the new digital format and add 10 more Habitat shop-in-shops.
Sainsbury’s reports full-year results next week on May 3.