Sainsbury’s Launches Edible Flower Range

Summer is well and truly underway and as temperatures soar, Instagram has come up smelling of roses with edible flowers emerging as the food trend-of-the-moment. To coincide with the warmer weather British retailer Sainsbury’s has announced the arrival of its edible flowers private brand range, the answer to any foodies dream for adding a special Instagram touch to summer dishes

Arriving in time for summer, Sainsbury’s edible floral assortment is inspired by the rise in demand both online and off. Influenced by popular cookery shows and social channels like Pinterest, customers are now taking to their kitchens to create Instagram-worthy dishes.
Grown by local producers in the Vale of Evesham, the brightly colored edible flowers, including varieties such as tagete marigold, viola, dianthus, cornflowers, borage and nasturtium flowers, can be used in summer salads, as cake toppings or even garnish smoothies and cocktails. Already available as part of Sainsbury’s Salad Bowl range, the new edible selection features these varieties in a standalone basket to allow customers to use their own creativity in how they use the versatile flowers.

Vanessa Rider, Sainsbury’s Buyer for Edible Flowers said “I’m really pleased to announce the launch of our edible flowers line especially during British Flower Week. It’s great to see the first colorful buds going into our edible selection and onto our shelves in the coming weeks – I’m confident customers will love the instant summer glamor that they will add to their dishes.”

James Seymour, Product Development Manager at Westlands Nursery said “The summer season is the perfect time to liven up sweet and savory dishes with these flowers. We’ve been working to curate the perfect selection of edible varieties for the Sainsbury’s punnet, that will be both beautiful and delicious.”

Sainsbury’s already sells edible flowers as part of their by Sainsbury’s Mozzarella & Flower Blossom Salad Bowl 130g (£2.50) and will also be launching a basket of Edible Flower varieties in the fresh herbs fixture for £3, available from the end of June.

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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.