Sainsbury’s launches Taste of the Future campaign

Sainsbury’s has launched it’s first Taste of the Future campaign where 11 up-and-coming brands will be on trial for 14 weeks on store shelves.

Aimed at millenials, the range will be displayed in 69 larger Sainsbury’s stores with shelf labels reading: “If you love it, we’ll keep it”. Only those products that sell well will gain longer term or even permanent listings.

The new range is made up of 30 products – created by 11 startup brands – and includes the UK’s first alcoholic kombucha (a fermented drink made from sweetened tea), seaweed-infused rapeseed oil, a pocket-sized elderflower spritzer, salmon-skin crisps and Boundless ‘activated’ seeds and nuts.

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