The fakeaway trend in supermarkets is gaining momentum with multiple brands vying for space in shopper’s baskets.
- Ottolenghi has made a promising start with its Waitrose-exclusive product line, emphasizing quality and flavour.
- Nando’s is leveraging its successful Peri-Peri flavour to expand within the grocery sector, promising new product developments.
- Zizzi is tapping into the ready-to-eat market by offering frozen pizzas and meals, appealing to cost-conscious consumers.
- Leon and Wasabi are both providing quick meal options, with a focus on natural ingredients and evolving brand identities.
Earlier in the year, Ocado reported that Itsu and Pizza Express were leaders in the restaurant-branded fakeaway segment. These two brands contributed to two-thirds of the sales among similar offerings, highlighting the consumer’s growing appetite for conveniently accessed restaurant-quality food. However, this market is becoming more competitive as new players emerge.
In April 2024, Ottolenghi made its grocery entry exclusively at Waitrose, offering pesto, sauces, marinades, and spice mixes priced between £3.95 to £5.00. The brand places a strong emphasis on maintaining product quality without preservatives while appealing to home cooks seeking convenience and flavour. Ottolenghi’s launch has exceeded sales expectations by 97%, showcasing the market’s appetite for high-quality, ready-to-use products.
Nando’s has been a staple in UK supermarkets since 1999, with its Peri-Peri sauce becoming a household favourite. The brand’s focus is on the versatility of its sauces, marinades, and dressings, available across all major supermarkets at prices ranging from £1.00 to £4.10. Future expansions look promising as Nando’s continues to innovate, further enriching the grocery landscape.
Zizzi’s entrance into groceries in 2020 was driven by shifts in consumer behaviour favouring cost-efficiency amid economic challenges. The brand’s frozen pizzas and meals are positioned as restaurant-quality alternatives, with sales showing growth as consumers seek affordable at-home dining experiences. Zizzi is effectively attracting new customers who are venturing into the frozen food category.
Since 2019, Leon has been offering a range of nuggets, chips, dips, sauces, salads, and more, aiming to provide ‘naturally fast food’ devoid of preservatives. Priced between £2.50 and £4.00, Leon’s products maintain its brand ethos and have expanded into categories like coffee and soups, evidencing the brand’s commitment to versatility and quality.
Wasabi, known for its authentic Asian flavours, ventured into the grocery market in 2019. With products like Chicken Katsu Yakisoba, the brand experienced a significant sales increase. A recent packaging redesign aims to strengthen Wasabi’s brand presence, focusing on flavour-driven visuals to highlight its robust product range.
The evolving fakeaway market in supermarkets presents abundant opportunities for brands to connect with cost-conscious consumers seeking quality meals at home.
