Simply Fresh extends Sainsbury's supply trial

Date : 25 February 2020

Patrick Mitchell-Fox

Senior Retail Analyst

Innovative symbol group Simply Fresh has revealed that it is to extend its current one-store trial supply relationship with Sainsbury's to a second site.  This second trial will launch on 26 February in the revamped Kenilworth store that was the first ever Simply Fresh location opened by founders Sukhjit and Kash Khera back in 2009.  The group now comprises almost 90 independently owned, affiliated stores.

First trial site now 95% supplied by Sainsbury's

Launched in January the first trial store is the Simply Fresh located at the bottom of The Collective apartment block at Old Oak in north-west London.  This store is now stocking some 2,000 Sainsbury's-supplied lines including Sainsbury's private label ranges.  With access to a potential total range of 4,000 lines from Sainsbury's, Simply Fresh will be seeking to test this new supply solution in a location with different requirements and dynamics before making the decision to roll-out further.

Wider Simply Fresh estate still Costcutter/Nisa/Co-op supplied

Since Costcutter acquired a stake in Simply Fresh in 2014, the group's stores have shared its primary supply partnership with Costcutter.  Following the collapse of Palmer & Harvey in 2017, supply was taken on by Nisa in 2018.  This continues under Nisa's parent Co-op, with Simply Fresh stores able to access and stock an extensive range of Co-op private label products.

Quoted in Convenience Store magazine, Davinder Jheeta, Brand & Creative Director at Simply Fresh commented:

'We are looking at the ranges and at the customer response.  We want to understand how robust this system is, so we're putting it into a second store with a different demographic.  It doesn't change the supply deal across the rest of our estate, they are still supplied by Costcutter.  We have a commitment to our customers to enthral and provide innovation, while Sainsbury's intention is to make their products available in more locations' 


IGD Sainsbury's Argos Trade Briefing 2020


22 May, London


Join us for Sainsbury's & Argos' biggest trade briefing yet. Create your own programme for the day and hear from the new commercial leadership team for the first and only time.

Find out more »