SimplyFresh trials supply partnership with Sainsbury’s

SimplyFresh has announced the trial of a new supply partnership with Sainsbury’s.

The Old Oak, Willesden Junction store of the symbol group will stock around 2,000 branded and own brand Sainsbury’s products from today (17 January) as part of the tie-up.

“SimplyFresh is committed to meeting and exceeding customer expectations. This trial will provide valuable feedback on how we continue this in the future,” the group said in a communication.

The products on offer include fresh Sainsbury’s brand produce such as fruit, vegetables, meat and fish alongside food to go and various other grocery products.

Sainsbury’s said the partnership is part of its strategy to grow the business to even more customers.

“We’ve taken learnings from lots of trials and partnerships to make sure we’re offering SimplyFresh customers a great range of fantastic quality Sainsbury’s products,” said a spokesperson of the supermarket chain.

“We’ll be reviewing and iterating the store offer as we go and we’ll use results and customer feedback to inform next steps.”

SimplyFresh added that all other SimplyFresh and SimplyLocal stores will continue to be supplied by Costcutter Supermarkets Group (CSG).

CSG, which has convenience store brands like eponymous Costcutter, Mace, SuperShop and kwiksave, in addition to SimplyFresh, under its umbrella, has a wholesale partnership with Co-op.