Sainsbury’s launches ‘On the Go’ Asian Buns

Earlier this month, British retailer Sainsbury’s launched three light and fluffy Asian Buns to its ‘On the Go’ private brand range – the first of its kind for a UK supermarket!

In recent years, Asian steamed buns have soared in popularity with well-established independents, such as London-based Bao, are now firmly on the foodie map with queues zigzagging down the street, and vendors such as Yum Buns popping up at street food markets across the UK.

The new Asian buns, all priced at £2.70, include three varieties:

  • Char Sui Pork Asian Bun
  • Bulgogi Beef Asian Bun
  • Honey & Soy Chicken Asian Bun

The new Asian Buns launch alongside over 20 new products in the On the Go range, including two new gluten-free sandwiches, a vegan sandwich and new protein snacking pots, including Peppered Beef and Chicken Tikka slices.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.