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Sainsbury's Introduces Private Label Mexican Food Range

Published on Sep 8 2011 5:44 AM in Private Label

Sainsbury's Introduces Private Label Mexican Food Range

 Romilly Edelmann, the retailer's product developer, explained    With the increasing popularity of Mexican food in the UK, British grocer Sainsbury's is claiming to be the first British retailer to offer a complete range of chilled food from that country. The retail giant is introducing the variety of meals and snacks to its stores this month. The price area of these 20 private label products will be between £1.50 and £6.00. They include popular and traditional Mexican dishes like Chicken Tinga Quesadillas, Mexican Red Rice or Jalapeno Roasted Mushrooms Naked Burrito Bowl, which is described as “all the best of burrito, minus the tortilla”.

Meal kits such as the Chicken Fajita Kit and accompaniments such as Corn Bread or the Three bean salad complete the range of products. Other highlights include Chicken and Chorizo Mexican rice, which is described as “chicken breast marinated in classic chipotle and baked with chorizo, roasted peppers and rice for a fantastic taste of Mexico” and Prawn Veracruz, “a traditional dish made with succulent prawns in a spicy tomato sauce with peppers and onion”.

”The 20 chilled dishes are perfect for any occasion”, said Sainsbury's.  “As the trend for Mexican restaurants and food trucks is on the rise, we're proud to have developed a range of dishes that capture the flavours and vibrancy that are proving so popular,"  said Romilly Edelmann, the retailer's product developer. "The starting point was to sit down with a true Mexican chef to learn what makes great Mexican food, from this we'll be launching everything from Chicken Tinga Quesadillas to Potatoes and Chorizo.” The range has been launched in 545 stores across the UK. (8 Sept)

© 2011 - ESM: European Supermarket Magazine


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