Home Food “Sabor de Amor” Sainsbury’s Deal

“Sabor de Amor” Sainsbury’s Deal

by Adam Howarth, Editor
Sabor de Amor in Sainsbury’s

“Sabor de Amor” Sainsbury’s DealSabor de Amor, the Wrexham-based sauce producer, have signed a significant deal with Sainbury’s and achieved a 40% rise in online sales during the Coronavirus pandemic. The popular Spanish sauce firm has revealed the supermarket chain has started stocking its “Paella in a Bottle” and “Salsa Brava” products. The sauce will be available at 70 of its stores from Monday, February 15th.

Sabor de Amor Sainsbury’s Deal

Sainsbury’s Taste of the Future

Director Dr Beatriz Albo said they are one of 10 producers nationwide to feature in the retailer’s Taste of the Future campaign. Beatriz is incredibly proud of the progress she has made since launching the company in 2015. She confirmed Covid-19 had damaged their traditional sales at food festivals and events. Still, a surge in orders had given them a much-needed boost. This upturn was via their website and independent outlets, including farm shops across Wales and England .

“Like most businesses, the pandemic has affected us and we have had to adapt to new ways of working. We also had an initial decline in revenue,” said Beatriz. “But we have kept going and resolved to keep channels open. This was especially important with leading suppliers and supermarkets interested in stocking our range of sauces before the Coronavirus struck.

Sabor de Amor Sainsbury’s Deal

“We were already in discussions with Sainsbury’s and were very happy to get that deal done. It’s a proud moment for us, especially given we are one of only 10 producers in the country to be a part of this campaign. And the only one from North Wales.”

Salamanca, Spain

With the support of son Albert, Beatriz secured a contract for Sabor de Amor to be available in Greater London, Yorkshire, the Midlands and the South East. She has built up the range of sauces after arriving in North Wales from Salamanca, Spain as a biology student in the early nineties. She uses old family recipes to create incredible flavours. The initial lockdown scuppered plans for a new food service in March last year. Still, she persevered and has big plans for the coming months, including the relaunch of an old favourite.

“A lot of people have asked me to bring back our Sofrito slow-roasted tomato sauce. We’ll be doing that in the run-up to summer,” said Beatriz. Ms Albo was also the winner of the Sauces category in the BBC’s Top of the Shop series in 2018.

“One of the positives we have taken from this challenging time is customer feedback. Especially those who bought our products after they had their holidays cancelled. They wanted to try and recreate that taste of the Mediterranean from home.

Sabor de Amor Sainsbury’s Deal

She added: “All we can do is thank our loyal customers and work hard to make a success of this new supermarket campaign. We have other ideas in mind for the year ahead, depending on restrictions around the pandemic. “If it goes well, we could roll it out to even more stores and then possibly nationwide so we are hopeful and confident for the future.” Visit sabordeamor.com for more information and the latest news from Sabor de Amor.

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