Italian Food, a Protagonist at Sainsbury’s

Interview with Judith Batchelar, Brand Manager of Sainsbury's, at the sidelines of the Sainsbury's Brand Conference, organized by Atlante group in Bologna

The fifth ‘Sainsbury’s Brand Conference’ was recently held in Bologna, organized by Atlante, a company that has been operating for over 20 years in the large-scale food distribution sector as a strategic partner for the main Italian and foreign chains.


Judith Batchelar, Brand Manager of Sainsbury’s, spoke about the main conditions in which the chain operates: a market with stricter regulations, customers who are more aware of climate change aspects, with more frequent spending habits and less tied to a single brand, favouring fresh and local products. In this context, Sainsbury’s strategy focuses on the needs of customers to whom it offers quality, differentiation of premium products and services, such as mobile shopping, and with whom it wants to share its values. Starting with a healthy lifestyle, respect for the environment and positive contribution in the territories in which it operates.

In this exclusive interview with, Batchelar talks about the role and the importance of Italian food at Sainsbury’s: “Italian food is very very popular in Sainsbury’s. In fact even though a lot of products are traditional, they are still growing in volume. This means that the appetite for Italian products in the UK is not waning. Traditional, authentic, artisanal Italian products are still going very well. About 80% of Italian food products that we sell come directly from Italy.”

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