Sainsbury’s is launching a range of two new ferments in 407 superstores on 24th March 2021, as part of its Future Brands programme. Made by Vadasz, the super condiments brand, the range includes Raw Kimchi and Raw Garlic & Dill Sauerkraut.
Ideal for elevating sandwiches, salads and burgers, the Raw Kimchi and Raw Garlic & Dill Sauerkraut pots can also be simply served on the side of the plate as accompaniment to any meal. Each contains a mix of flavour-packed fresh vegetables, adding zest and a satisfying crunch to every bite.
Vadasz Raw Kimchi pots contain a punchy mix of Chinese cabbage, carrots, spring onion, chilli, ginger and garlic. Meanwhile, white cabbage, cucumber, garlic, black peppercorns and caraway seeds combine in the Vadasz Raw Garlic & Dill Sauerkraut for a moreish flavour. Naturally fermented, Vadasz products are created through the process of lactic acid fermentation.
Kimchi has risen in prominence from being virtually unheard of just a matter of years ago, to being a star ingredient on the menus of leading restaurants and driving wider interest in both fermented and Korean food. Interest in Kimchi has supported the growth of fermented foods more widely, including sauerkraut.
Charlie Holland, senior marketing manager for Vadasz, says: “Vadasz Raw Kimchi and Raw Garlic and Dill Sauerkraut make it easy to add a burst of colour, taste and texture to the meals we love – as well as create new and inspired recipes such as kimchi pancakes. The characteristic fresh crunch makes the brand’s products stand out from ambient options that fermented food lovers may have tried before. We’re excited to take Sainsbury’s shoppers on a journey through global flavours as the pots become a staple in the fridge – adding a boost to every meal through the power of plants.”
While Vadasz pickles and ferments are new to Sainsbury’s shoppers, they have grown a cult following. The brand takes its name from its creator, Nick Vadasz. Known as the ‘Pickle man’, Nick worked as a street food vendor in London and found his pickles and ferments proved popular not just among his customers but with the vendors he worked alongside, who were eager to grab a pot of his produce to serve alongside their own wares.
The Vadasz products are now being launched as part of Sainsbury’s Future Brands initiative, which began in 2018 with the aim of meeting demand for new and authentic products. Areas of aisles are set aside to stock products from unique, engaging and colourful brands, driving interest from passing shoppers.
Ollie Bishop, Sainsbury’s buyer for meal solutions, salads, dips and olives, says: “Interest is growing in fermented foods, and by offering our customers delicious and convenient solutions we can help them make the most of this great-tasting trend. The Vadasz brand takes the best of global flavours from London’s vibrant food markets and, with the help of Sainsbury’s, brings them to food-lovers nationwide.”
They are suitable for vegetarians and vegans, perfect for continuing a plant-based diet packed with flavourful and nutritious food in the months following Veganuary and beyond.