The UK's second-largest supermarket chain will unveil the own-label brand this month, and will concentrate on selling it in its Local, Central and petrol forecourt formats.
The snacking market is estimated by Sainsbury's to be worth 拢10bn, with supermarkets accounting for about a 10% share. Food To Go will attempt to capitalise on the changing nature of consumers' eating habits, with many people opting to eat five smaller meals every day, rather than the traditional three. Research shows that almost 90% of adults snack between their main meals.
Food To Go, which has been developed by Sainsbury's innovation manager Kate Barham, will include products such as miniature continental dips, desserts and heated meals.
The move toward targeting the urban consumer is reflected in a revamp of Sainsbury's city retail formats to focus on different 'food moods'.
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