North West Simply Fresh becomes latest to switch to Sainsbury’s model

The retailer’s store in Gosforth, Seascale in the Lake District, will stock Sainsbury’s products as part of the deal struck by the symbol group and the big-four multiple last year. This includes the own-label ranges from the supermarket giant, including By Sainsbury’s, SO Organic, Taste The Difference, FreeFrom, and a range of value lines.

Ancell said: “I am convinced my customers will embrace the decision and I am excited for the summer.

“The Sainsbury’s brand and what it means to customers will be massive for the community.”

Michael O’Loughlin, Simply Fresh chief operating officer, said: “I’ve spent 25 years in the sector trying to grow shop sales but the impact of our partnership with Sainsbury’s has blown me away. The pipeline for new retailers is really very encouraging and we have been having good conversations with our current retailers. I’m thrilled that David has decided to bring his store into the Sainsbury’s supply model and having met with him this week, I can feel the excitement in his store.  This is an example of our commitment to provide all of our retailers the right fit for their store and business.”

Sainsbury’s began a trial of its wholesale delivery service with Simply Fresh at the start of 2020, providing branded and own-label products to two of the group’s stores, in London and Kenilworth, Warwickshire.