Food for thought: Sainsbury’s DINspiration pop-up targets busy commuters at London Kings Cross station
Sainsbury’s is launching a DINspiration pop-up on 26th and 27th June in London Kings Cross, giving workers dinner inspiration by offering grab-and-go meal kits.
For 50p, commuters will get a complete meal kit inspired by Sainsbury’s Inspired to Cook range, with all the proceeds being donated to Comic Relief.
Research by the grocery giant has revealed that deciding what to cook for dinner is high on the agenda for commuters, with 74% saying they think about their evening mealtime on their journey home.
63% of Brits admit they struggle to come up with healthy meal options for dinner, citing lack of inspiration as the key reason behind this (32%).
27% confirmed they would vary their meals more often if it was quick and easy to do, with an additional 25% saying they would like to introduce healthy recipes and variety into mealtimes. Over 50% of Brits said they cook between one and four dishes on repeat each month.
The pop-up forms part of Sainsbury’s Nourish the Nation programme with Comic Relief which aims to tackle food poverty. Overall, it is hoped that this six-week drive, which launched on 31st May, will contribute at least £3 million to the programme this summer.
The DINspiration pop-up will be available to commuters outside London Kings Cross station on 26th and 27th June from 5pm to 7pm. The kits will contain complete ingredients for recipes such as Teriyaki Stir Fry and Harissa Chicken Traybake.
Ruth Cranston, Sainsbury’s Director of Corporate Responsibility and Sustainability, says: “With so many people lacking dinner inspiration, we hope our pop-up adds a bit of flavour to commuters' mealtimes. Our Inspired to Cook range is designed to inspire our customers’ food choices, helping them to cook fresh, nutritional meals with ease.”
“And now, with Sainsbury's donating 50p from every Inspired To Cook product sold until 11th July, this popular range not only tastes good, but does good too. All funds raised will go to our long standing charity partner Comic Relief as part of our Nourish the Nation initiative, which seeks to prevent people falling into food poverty now and in the future."
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