Supermarket chain Sainsbury’s is launching its DINspiration pop-up on June 26 and 27 at King’s Cross station.
The event aims to provide busy commuters with dinner inspiration by offering grab-and-go meal kits. For just 50p a meal, commuters will get a complete meal kit inspired by Sainsbury’s own-brand Inspired to Cook range. Featured meals include recipes such as Teriyaki Stir Fry and Harissa Chicken Traybake.
All the proceeds will be donated to Comic Relief as part of Sainsbury’s Nourish the Nation programme, which supports organisations such as Feeding Britain and The Bread and Butter Thing in alleviating food poverty across the UK.
The event was inspired by Sainsbury’s research into how commuters spend time trying to plan meals on their way home, with mid-week dinners also apparently lacking variety in nutrients and taste because people don’t have the time to plan meals properly. Even so 74% of commuters said they consider their evening meal on the way home.
For example, 63% of Brits said they can find it difficult to think of healthy meal options for dinner, with 32% saying they lack inspiration. What’s more, more than a quarter of Brits said they would vary their meals more often if they could find a quick and easy way to do so. An additional 25% said they would like to use healthier recipes.
When it comes to variety, over 50% of Brits confirmed they cook between one and four dishes more than once each month, according to Sainsbury’s research.
To combat this, Sainsbury’s DINspiration meal kits aim to offer commuters a flavourful and healthy grab-and-go meal kit for two, combining ingredients from its Inspired to Cook range including fresh produce.
What’s more, the retailer will donate 50p for every product sold from its Inspired to Cook range, both in-store and online, from now until July 11.
“With so many people lacking dinner inspiration, we hope our pop-up adds a bit of flavour to commuters’ mealtimes,” said Ruth Cranston, Sainsbury’s director of corporate responsibility and sustainability. “Our Inspired to Cook range is designed to inspire our customers’ food choices, helping them to cook fresh, nutritional meals with ease.”
