Convenience Foods

During the 1950s and 60s, more women worked outside the home and eating habits were changing. Sainsbury's range of convenience foods increased dramatically.

Canned fizzy drinks were also introduced during the 1960s – sparkling orange, bitter lemon and shandy all became bestsellers. Cake and biscuit ranges were expanded- popular cakes included swiss rolls, jam tarts, and coconut macaroons. However, home baking was still popular. In 1969, butter and lard were still part of typical weekly shop and a large range of canned stewed fruits and pie fillings was available.

By the 1970s home freezer ownership was increasing and the new range of frozen produce included many convenience foods. Other new products included soft margarine (for making 'one-step cakes'); Coffeemate, muesli, 'slimming biscuits' and an expanded range of yoghurts.

Sainsbury's first ready meals were launched in 1983, but were not an immediate success. The range included were three fashionable 'dinner party' dishes (Boeuf Bourgignon, Chicken Chasseur and Coq au Vin), but customers wanted supper dishes rather than food for home entertaining. In 1986, when ready meals were relaunched with a range of pasta and vegetable dishes, about a third of households had a microwave.

The trend towards fresh convenience foods has continued since the 1980s, but food is much less heavily processed. Popular prepared foods now include sandwiches (introduced in 1983) and washed salads. The range of convenience ingredients such as fresh pasta, sauces and ready-rolled pastry has also grown.

Sainsbury's led the way in offering 'healthy eating' convenience foods, including fruit canned in juice rather than syrup and children's food without artificial additives. Today, 'Taste the Difference' ready meals are made from entirely natural, authentic ingredients. Sainsbury's organic range extends to convenience foods such as soups, garlic baguettes and frozen chips.