Simply Fresh has launched a trial with Sainsbury’s to stock around 2,000 of the supermarket group’s own label and branded products at its Old Oak Lane store in Willesden, London.

Simply Fresh Old Oak

From today (Friday) the company-owned Simply Fresh store will stock Sainsbury’s-supplied products including fruit, vegetables, meat, fish and food to go.

Simply Fresh said in a statement: “Simply Fresh is committed to meeting and exceeding customer expectations; this trial will provide valuable feedback on how we continue this in the future.

“All other Simply Fresh and Simply Local stores continue to be supplied by Costcutter Supermarkets Group.”

Sainsbury’s said the partnership was part of its strategy to grow its business “and offer even more customers great quality and choice, whenever and wherever they choose to shop”.

“We’ve taken learnings from lots of trials and partnerships to make sure we’re offering Simply Fresh customers a great range of fantastic quality Sainsbury’s products,” a spokeswoman added.

“We’ll be reviewing and iterating the store offer as we go and we’ll use results and customer feedback to inform next steps.”

Simply Fresh retailer Mehmet Guzel, who owns a store in Bethnal Green, East London, but used to operate the Old Oak store, said he was “excited” about seeing the partnership in action.

“I’d be interested if the trial was expanded to other Simply Fresh stores, it would add more to our offer,” he added.

Sandeep Bains, who owns a Simply Fresh store in Faversham, Kent said he was pleased to hear the news as he feels that the growing number of stores selling the Co-op own brand had to a degree meant the loss of his USP.

“For me personally, it’ll be a good move. It’ll be a change, but let’s see what happens,” he added.