The growing popularity of ‘fakeaway’ products has restaurants scrambling for a piece of the supermarket market.
- Ocado highlights Itsu and Pizza Express as leading ‘fakeaway’ brands, making up two-thirds of sales.
- Ottolenghi enters the market with Waitrose, offering an exclusive range of sauces and spices.
- Nando’s expands its grocery line to showcase its iconic flavors, available in all major UK supermarkets.
- Leon, Zizzi, and Wasabi have all tapped into the ‘fakeaway’ trend, providing affordable, restaurant-quality meals at home.
The rising trend of ‘fakeaway’ products in supermarkets offers consumers the convenience of restaurant-quality meals at home. Ocado identified Itsu and Pizza Express as dominant players, with their offerings, such as Pizza Express’s classic pizzas and Itsu’s seaweed thins, captivating the market and constituting two-thirds of restaurant-branded product sales.
Ottolenghi made its supermarket debut in April 2024, marking a new chapter for the brand previously known for its London-based delis. Its Waitrose-exclusive line features products like miso pesto and shawarma marinade, focusing on maintaining high quality without preservatives. Since launching, sales have exceeded expectations, although the brand is cautious about rapidly expanding its product line.
Nando’s has been a supermarket staple since 1999, leveraging its culinary identity through a diverse range of sauces and marinades. It aims to bring its Peri-Peri flavor into homes on a larger scale, continuously experimenting with new product developments and marketing strategies such as the ‘Not Available at Nando’s’ campaign.
Zizzi ventured into grocery retail in 2020, driven by consumer demand for cost-effective dining alternatives. By offering pizza, pasta, and frozen foods, Zizzi reaches new customers and reinforces its brand among supermarket shoppers, significantly boosting sales through strategic in-store marketing efforts.
Since 2019, Leon has expanded its grocery range, emphasizing its natural food philosophy with products that include gluten-free options. Through partnerships with major retailers, Leon maintains its brand’s core identity, ensuring clean ingredients are at the forefront of its offerings, from sauces to soups.
Wasabi entered the grocery space in 2019, capturing the essence of its Japanese-inspired menu through ready-to-eat meals and revamped packaging. Marketing strategies aim to increase brand awareness and customer engagement, while the brand continues to capitalize on the public’s appetite for authentic and convenient meal solutions.
The ‘fakeaway’ market continues to grow as brands adapt to consumer demand for quality and convenience at home.
