Sainsbury’s launches ‘Fresh Food Market’ in pilot store

fresh food

Sainsbury’s has launched its ‘Fresh Food Market’ pilot in its Hempstead Valley store, as part of a multi-million pound store redevelopment plan.

As part of the initiative – which aims to put food back at the heart of the business – fruit and vegetables will be displayed in a market-style format, with a focus on seasonality and British heritage.

The upgrade represents one of the largest individual investments by Sainsbury’s in a store renewal this year. The redevelopment started in June and is due for completion in February next year.

The retailer said it is committed to championing the freshest food at the most affordable price and is confident customers will enjoy the spacious, safe and inviting shopping environment. The redevelopment also features store design updates to decorative imagery, lighting and fixturing.

According to Sainsbury’s, the complete Hempstead Valley store upgrade will provide local customers with a brighter, fresher superstore with a spacious layout and enhanced product and service offering. The store is also getting a new Argos store in store, and updated Tu clothing and Home section. The nearby petrol station will also reopen in a few weeks after undergoing refurbishment work.

Other updated sections in the store now complete include the refreshed café, new look bakery, hot pizza counter, self-serve patisserie counter, food-to-go hub, beauty department and floral offering.

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.”

The news follows the announcement last week that Sainsbury’s would be cutting 3,500 jobs from the closure of 420 Argos stores and its fresh food counters (see Direct Commerce news story).

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