Recent events
Recent events tied to this brand in public sources.
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2026
Cafe opens at Sainsbury’s Hankridge
A new cafe opened at Sainsbury’s Hankridge in Taunton, Somerset. The source does not identify the cafe operator.
2022
White Rabbit announces frozen dough balls line for Sainsbury’s
White Rabbit announced a free-from frozen dough balls line, planned to launch at Sainsbury’s on 6 March. The line includes a separate plant-based garlic and herb dip.
2022
White Rabbit announces entry into chilled ready meals
White Rabbit announced it was entering the chilled ready-meals market with three pasta dishes, planned to roll into Sainsbury’s on 27 February.
2021
Sainsbury’s launches checkout-free SmartShop Pick & Go store
Sainsbury’s launched a checkout-free SmartShop Pick & Go store at Holborn Circus in London, using Amazon’s Just Walk Out technology.
2021
Sainsbury’s launches SmartShop Pick & Go
Sainsbury’s launched SmartShop Pick & Go, a contactless, checkout-free shopping service at its Holborn Circus convenience store, using Amazon’s Just Walk Out technology.
2021
Tesco and Sainsbury’s criticised over cardboard shelf images
Shoppers criticised Tesco and Sainsbury’s over apparent use of cardboard images to improve the appearance of empty shelves amid a food shortage. The article reports criticism and shoppers’ claims, not a formal finding.
2021
Sainsbury’s partners with Neighbourly to distribute surplus food
Sainsbury’s partnered with community engagement platform Neighbourly to redirect surplus food to local charities. The partnership was being rolled out nationwide after a trial that began the previous month.
2021
Sainsbury’s ends advertising campaign with GB News
Sainsbury’s confirmed on Friday evening that it had ended its advertising campaign with GB News after an activist campaign pressured the supermarket to withdraw its advertisements from the network.
2021
Sainsbury’s expands rapid grocery delivery partnerships
Sainsbury’s expanded rapid grocery delivery trials with Deliveroo and Uber Eats. A new two-year contract with Deliveroo brought the service to around 100 UK stores, while the Uber Eats partnership was extended from 20 stores to a similar number in major cities.
2021
Sainsbury’s expands Deliveroo home-delivery trial to 100 stores
Sainsbury’s expanded its Deliveroo home-delivery trial to 100 stores across the UK. The firms said the service was covered by a new two-year contract.
2021
Cauldron announces Greek-style vegan cubes
Cauldron announced a Greek-style vegan cheese alternative in cubes. The product was planned to go on sale at Waitrose from April and at Sainsbury’s in May.
2021
Sainsbury’s named COP26 Principal Supermarket Partner
Sainsbury’s was announced as the Principal Supermarket Partner for COP26, which was scheduled to take place in Glasgow in November.
2021
Sainsbury’s announces new brand mission
Sainsbury’s announced that it would retire its ‘Live Well for Less’ motto and introduce a new mission, ‘Helping Everyone Eat Better,’ in late spring.
2021
First Choice partners with Sainsbury’s
First Choice, an online grocery operation in Jersey, partnered with Sainsbury’s to offer Sainsbury’s branded products through its service.
2021
Sainsbury’s announces Aldi price match on 250 items
Sainsbury’s announced a commitment to lower prices on 250 items to match prices on Aldi products.
2021
MarketPlace secures exclusive wholesale partnership for Sainsbury’s own-brand products
MarketPlace secured an exclusive wholesale partnership to offer Sainsbury’s own-brand products in Bermuda. The products had started appearing in MarketPlace and PriceRite stores late the previous year and were available in stores and online.
2021
Four UK retailers recall seafood products over potential Salmonella
Sainsbury’s, Asda, the Co-op and Waitrose recalled a total of 12 seafood products over the potential presence of Salmonella. Sainsbury’s, Waitrose and the FSA urged customers not to consume affected products, promised full refunds and apologised; the Co-op said the recall was precautionary and that it was working with the FSA.
2021
Tony’s Chocolonely rolls out limited-edition look-alike bars
Tony’s Chocolonely rolled out four limited-edition chocolate bars in retail markets in the UK, the Netherlands, Belgium, Germany, and the US.
2021
Sainsbury’s raises profit guidance
Sainsbury’s raised its profit guidance, forecasting underlying profit before tax of at least £330m, compared with earlier guidance of £270m.
2021
Moving Mountains launches plant-based Tender Strips
Moving Mountains unveiled a range of frozen beef-style plant-based Tender Strips, which had rolled into Sainsbury’s.