Asda and world food expert Surya Foods first partnered in 2012 to launch three specialist Polish delis at selected Asda stores in Slough, Hounslow and Leyton. Following the success of the concessions, in the space of just a year, the number doubled, with three new openings in 2013 at Asda’s Park Royal, Wembley and Colindale stores.
Now Surya Foods has announced plans to open a further three concessions, with the first counter launching last week at Asda in Boston. Two further Delicja counters will then be opened at Asda stores in the Cambridgeshire area on 30th September.
The new store openings take the Delicja tally to 13 operational counters at Asda stores across the UK, both inside and outside of London. The delis currently employ more than 30 staff with ambitious plans to open even more by the end of 2019.
The enormous success of the venture is down to the quality of the authentic products and a highly enthusiastic team of staff – many of which are English speaking Poles, bringing great passion, expertise and authenticity to the shopping experience.
The delis specialise in fresh Polish meats, cheeses, dairy products, cakes, pastries, breads and other popular seasonal items.
Speaking about the successful venture Surya Foods managing director Harry Dulai said: “Our decision to launch Polish delis was a speculative move to keep at the forefront of an exciting, fast growing category and it was inspired by our own consumer research that revealed just how pivotal fresh meats are to the Polish community’s daily diet.
“We have been absolutely thrilled with the success of these concessions and spurred on by their popularity. As such our aim is to open more and more counters during the next year, inside and outside of London, to reach even more UK-based Polish consumers.
“Our mission is to deliver fresh Polish deli products, including cheeses and hams, on a weekly basis direct from Poland and continue to build on this enormously successful venture into 2019.
“As a company we understand the power of brands and traditions you grow up with and we pride ourselves on bringing these products to UK consumers, both for people who migrate to the UK and also UK consumers who are increasingly keen to try new world cuisines. When moving to another country it is often the taste of home that people miss the most.”
Asda world food buying manager Ursman Bashir said: “Delicja is an exciting and vibrant project which brings back the traditional Deli with a Polish and Eastern European twist. We are proud to host these counters as concessions at our stores and to continue to expand our venture with Surya Foods.
“This is a fantastic way of offering our customers authentic products while also bringing Polish foods to a wider market. With its fresh look and competitive pricing Delijca counters are on brand with Asda values – saving our customers money every day.”