Yahoo Finance Sainsbury’s targets Waitrose shoppers mourning end of Heston range
Sainsbury's has bulked up its team of culinary masterminds in an attempt to lure shoppers put off by the end of Waitrose's Heston Blumenthal range.
A hiring spree has increased the size of Sainsbury's food innovation team by almost a third since the end of 2020 amid a rise in demand for more unusual products.
Products developed by the team include the cheese, tomato and oregano hot cross buns available this Easter, while its experimental kitchen is also preparing to launch 150 summer items – more than half in its higher-end Taste the Difference range.
The move by Sainsbury's to go after the gourmet crowd comes amid a shake-up at rival Waitrose, which last month confirmed the end of its 12-year partnership with celebrity chef Mr Blumenthal.
He has been known for developing some of the supermarket's most unusual products, including a bacon and banana trifle and sandwiches featuring coffee-flavoured mushroom ketchup.
Waitrose said at the time of ending the relationship that it was “looking forward to the next chapter and unveiling some really exciting plans in the months to come”.
The supermarket has recently been reviewing its ranges more widely after sales slipped last year. Waitrose's market share declined to 4.5pc at the end of March, according to the latest Kantar figures, down from 4.8pc last year.
The battle for shoppers has been intensifying as German discounters Aldi and Lidl continue to take on the traditional stores.
Many supermarkets, including Waitrose, have been cutting prices in an attempt to hold on to their customers.
Morrisons has announced reductions three times since the start of the year. Sainsbury's, which has been at the cheaper end of the industry since last summer, has not had to take such radical action.
According to a monthly survey by the consumer group Which?, only the German discounters are selling food at a lower price.
Sainsbury's in January said it was expecting annual profits to come in at the top end of its guidance. Shares are up more than 10pc over the past year.
