Sainsbury’s is marking a quarter-century of its Taste the Difference brand with something rather special.
The supermarket has just unveiled Discovery, a new premium collection that brings “restaurant-quality” dining straight to your kitchen.
The line-up comprises more than 50 carefully selected products that promise to transform your home dining experience, whether that means “impressing guests or elevating a quiet night in”.
Shoppers can look forward to British Wagyu steaks, modern Indian ready meals, artisanal cheeses, continental meats, and tasty tipples.
The ranges have landed in stores at the perfect time, as shoppers are clearly loving the idea of treating themselves at home.
Indeed, Sainsbury’s is experiencing soaring demand for high-quality offerings, with searches for “premium” foods rocketing by 50 per cent in just a month.
Luckily, “premier tier” produce will not cost shoppers the earth; Nectar cardholders can grab special dine-in deals that make these luxury treats surprisingly affordable.
According to the supermarket, the Discovery Steaks “showcase the highest standards of butchery”.
Aberdeen Angus cattle are specially reared by Sainsbury’s own farmers, then the meat is hand-butchered and salt-dry-aged for up to 35 days.
Taste the Difference Discovery features more than 50 carefully selected products
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SAINSBURY’S
Catering to the masses, as searches for “Wagyu” jump 63 per cent, the British Wagyu aims to change the game for steak lovers.
It’s got that “exceptional tenderness” that melts in your mouth, plus a “clean, luxurious finish”.
For cheese lovers, there’s a proper treasure trove. Shoppers can find everything from a 12-month matured Pitchfork Cheddar to Swiss Alpine Wilder Engel, known for its “sweet and nutty characteristics”.
Taste the Difference Discovery
- Mastery in Meat: The Discovery Steaks
- Artisanal Deli and Cheese
- Modern Ready Meals (Modern Indian and Modern Classics)
- Wines & Spirits
Sainsbury’s hopes its new range will help ‘turn everyday occasions into something truly special’
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GETTYThe continental meats selection includes treats like Cuor di Prosciutto – the prized “heart of the ham” –and a Taste of Italy salami trio featuring regional specialities.
As for ready meals, Sainsbury’s Modern Indian collection spans 18 dishes, including a Hyderabadi-style Chicken Biryani made using traditional slow-cooking methods.
Prioritising accessibility, Nectar Prices allows shoppers to snap up two mains and two sides for just £15.
The Modern Classics collection offers an even better bargain at £10 for a main and a side for two people.
Described as the “ultimate comfort food upgrade”, dishes include traditional favourites like Beef Shin Cottage Pie and Ham Hock Rarebit Crumpets.
Those seeking a drink pairing for their luxury dinners are promised a “diverse array of spirits and wines sourced from across the globe”.
These include tipples such as the zesty Blanc de Blancs Champagne (£12) and a rich Terrasses du Larzac from Languedoc (£14).
For something special, the XO Fine Champagne Cognac (£38.50) has been aged for at least 10 years.
Britons can shop the entire Discovery collection in Sainsbury’s stores and online now, though the continental meats won’t arrive until December.
Sainsbury’s director of product and innovation, James Campbell, said: “Elevating every meal with delicious, quality produce and dishes at great value has been at the heart of Taste the Difference for 25 years.
“That’s why our new Discovery ranges are designed to effortlessly level up at-home dining.
“By bringing together exceptional ingredients and expert techniques, we’ve done the hard work for our customers, making it easier than ever to gather, share, and enjoy delicious food – turning everyday occasions into something truly special.”