Sainsbury’s promotes frozen veg

Sainsbury’s has teamed up with frozen foods specialist Birds Eye to revamp its Epsom store with a colourful ‘vegetable takeover’. The initiative is part of the UK retailer’s campaign to promote healthier eating, in this case, by adding more frozen vegetables to their trolley. It also dovetails perfectly with Birds Eye’s marketing campaign ‘Eat in Full Colour’, which highlights the benefits of frozen vegetables. In the month of October, products in the frozen aisle at the Epsom branch of Sainsbury’s will be grouped by colour in a rainbow layout to better showcase the variety of products available

Holly Callender, category planner for frozen at Sainsbury’s, said,

“This activity is seeking to disrupt shoppers in store and educate them about the vast range of high-quality products available in the frozen aisle.”