A new research study by Sainsbury’s has disclosed that a staggering 74% of commuters contemplate their dinner plans during their homeward journey. This commuting population reportedly struggles with varying their mid-week dinner menu, with 63% finding it challenging to generate healthy meal ideas. A primary reason given for this is a lack of inspiration (32%).
The study further revealed that 27% of Brits would diversify their meals more frequently if it was quick and convenient, with another 25% expressing interest in integrating healthy recipes and variety into their meals. More than half of the respondents reported cooking between one and four dishes repetitively every month.
In response to this widespread culinary quandary, Sainsbury’s is introducing a unique two-day ‘DINspiration’ pop-up at London’s Kings Cross on 26th and 27th June. The pop-up aims to enrich the commuter’s meal options by offering easy-to-carry meal kits for two, brimming with fresh ingredients and recipes derived from its Inspired to Cook range.
For a minimal fee of 50p, commuters can secure a meal kit, with all collected proceeds going directly to Comic Relief. This fundraising strategy is part of a broader Sainsbury’s initiative where they will contribute 50p to Comic Relief for every product sold from its Inspired to Cook range until 11th July. This effort is a component of Sainsbury’s Nourish the Nation programme in collaboration with Comic Relief, which aspires to combat food poverty.
The pop-up will be stationed outside the London Kings Cross station from 5pm to 7pm on 26 and 27 June. The meal kits will encompass all necessary ingredients for various recipes like Teriyaki Stir Fry and Harissa Chicken Traybake. The initiative aims to provide a practical, nutritious, and expeditious solution to the dinner dilemma for busy commuters.
Ruth Cranston, Sainsbury’s Director of Corporate Responsibility and Sustainability, mentioned: “In light of the apparent lack of dinner inspiration among many people, we hope our pop-up will infuse flavour into their mealtimes. Our Inspired to Cook range is devised to inspire our customers’ food choices, facilitating the preparation of fresh, nutritious meals. Now, with every Inspired To Cook product sold contributing 50p to Comic Relief until 11th July, our customers can enjoy good food and do good simultaneously. The funds collected will aid our Nourish the Nation initiative in partnership with Comic Relief, aiming to prevent food poverty.”
The Nourish the Nation programme, executed in association with Comic Relief, lends support to organisations such as Feeding Britain and The Bread and Butter Thing, contributing to their mission of alleviating food poverty in communities across the country.
