Sainsbury’s opens new fresh food market concept

Sainsbury’s has opened a brand new “Fresh Food Market” concept at its Hempstead Valley store as part of a multi-million pound store redevelopment scheme.

The new format features a market-style presentation of fresh fruit and vegetables, new signage and shop design, and a focus on seasonality and British heritage. Other updated sections in the store include a refreshed café, new look bakery, hot pizza counter, self-serve patisserie counter and food-to-go hub.

The relaunch of Hempstead Valley’s food hall is part of a multi-million pound store redevelopment scheme that started in June and is due for completion in February next year.

Customers will also get a new Argos concession in store, an updated Tu clothing and home section, refreshed beauty department and floral offering, and a refurbished petrol station nearby.

Sainsbury’s said the upgrade, which includes updates to decorative imagery, lighting and fixturing, represents one of its largest individual investments in a store renewal this year.

The grocery giant said the Hempstead Valley pilot would also allow it to review how customers and colleagues interact with the new environment before rolling out more changes to stores across its estate.

“Our new Fresh Food Market is a great example of what we are doing to delight our customers in our stores and showcase our brilliant products,” Sainsbury’s commercial operations director Graham Biggart said.

“We have created an environment that is both exciting and easier for our customers to shop our delicious, nutritious and great value food. “We have also designed the Fresh Food Market to be operationally simpler for colleagues to replenish and maintain.

“We’re looking forward to hearing what our customers and colleagues think of the new format and design as we prepare to roll out more changes across our stores in the future.”

Sainsbury’s property director Patrick Dunne said: “Hempstead Valley marks the start of a new style superstore that gives our customers the product choice they want alongside the convenience we know they need.

“I’m confident the new look store will appeal to Hempstead Valley residents and be a true shopping destination. “We’ve proudly served the local community for over 40 years and this significant investment will ensure we’re best placed to serve the community long into the future.

“We appreciate the patience of the community as we continue to redevelop their local store and I thank everyone that has been working on this project over the last few months to ensure we can continue to trade throughout the works.”