Sainsbury’s launches new look Fresh Food Market

Date : 18 November 2020

Sainsbury’s has followed last week’s launch of two Neighbourhood Hub format stores with a new look ‘Fresh Food Market’ concept at its Hempstead Valley store in Kent. The move demonstrates the retailer’s new drive to put food back at the heart of its business, a key theme of this month’s IGD Sainsbury’s Trade Briefing.

Fresh key to food first strategy

The new look produce section features a market-style presentation of fresh fruit and vegetable, new signage and a focus on seasonality and British heritage. The section is designed to demonstrate Sainsbury’s championing of competitively priced fresh food while also providing shoppers with a safe, spacious and inviting environment.

Sainsbury’s biggest store investment of 2020

The relaunch of Hempstead Valley’s food hall is the first part of a multi-million pound store redevelopment, due for completion in February next year. The upgrade represents one of the retailer’s largest individual investments in a store renewal this year. The store already includes a refreshed café, new look bakery, hot pizza counter, self-serve patisserie counter, food-to-go hub, beauty department and floral offering.   When work is complete, it will also benefit from a new Argos store, updated Tu and home section and an enhanced service offering.

Combining excitement for customers with operational simplicity

Graham Biggart, Sainsbury’s Commercial Operations Director said: “We have created an environment that is both exciting and easier for our customers to shop our delicious, nutritious and great value food. We have also designed the Fresh Food Market to be operationally simpler for colleagues to replenish and maintain. We’re looking forward to hearing what our customers and colleagues think of the new format and design as we prepare to roll out more changes across our stores in the future.”

More insight for Retail Analysis subscribers

  • M&S Hempstead Valley: See inside the nearby M&S’s first Food Renewal store, which also takes inspiration from traditional markets to grab shoppers’ attention