ByRuby is teaming up with Sainsbury’s to trial premium ready meals.
- The initiative includes placing 18 meal lines in approximately 10 Sainsbury’s stores.
- Products will be displayed in dedicated branded freezers set away from the typical frozen aisle.
- The trial aims to expand availability if successful, potentially reaching more locations.
- ByRuby’s launch coincides with Sainsbury’s expansion of its own-brand ready meals.
ByRuby, known for its premium ready meals, is embarking on a collaborative venture with Sainsbury’s. The business is introducing 18 lines of its meal products across almost 10 of the retailer’s locations. This rollout includes options like Grass Fed Beef Bourguignon, British Chicken, Leek and Bacon Pie, and Three Cheese Macaroni Cheese.
These meals will be accessible in distinct branded freezers, strategically placed away from the usual frozen aisles amidst ambient and fresh products. This setup is designed not just to attract attention but also to present these premium meals in a more appealing environment. Should the trial prove to be successful, it’s possible that more stores will incorporate these freezers.
ByRuby’s existing presence in other retailers such as Waitrose and Booths sets a precedent for the brand’s expansion into Sainsbury’s. Last week marked the entry of its products into Hendon and Kiln Lane stores, paving the way for future additions in locations like Penzance and St Albans expected next spring.
The co-founders, Ruby Bell and Milly Bagot, expressed their enthusiasm about this new chapter, stating their eagerness to bring their delicious, handmade dishes to a broader audience. Their goal is for consumers to feel as though a culinary-skilled friend has thoughtfully stocked their freezer.
Simultaneously, Sainsbury’s is broadening its own selection of ready meals, launching 10 new ‘Taste the Difference’ meals with international flavors like Smoky Aubergine Tikka Masala and Gochujang Roasted Cauliflower. They have also introduced a Pan-Asian range inspired by popular dishes from Japan, Indonesia, Korea, and Thailand.
ByRuby’s collaboration with Sainsbury’s represents a significant step in expanding the availability of premium ready meals.
