● Sainsbury's launches new premium tier, Taste the Difference Discovery, focusing on restaurant-quality food with an emphasis on provenance, craftsmanship and exceptional taste
● The range of over 50 products includes British Wagyu, Aberdeen Angus Steaks, Modern Classics, Modern Indian ready meals, artisanal meats and cheeses, alongside a curated selection of wines and spirits to match every taste
● The delicious new offering hits shelves as Taste the Difference celebrates 25 years
Wednesday 22nd October 2025: Sainsbury’s is celebrating 25 years of Taste the Difference by launching ‘Discovery’— a new restaurant-quality offering. The Discovery ranges have been carefully selected for craftsmanship, provenance and flavours inspired by British and Indian cuisine.
With over 50 curated products, the Taste the Difference Discovery ranges make it easy to impress guests or elevate a quiet night in. From melt-in-the-mouth British Wagyu to the Discovery Dine in Deal with Nectar Prices, which contains a main and a side for two people at just £10 for Modern Classics or £15 for Modern Indian, the Discovery ranges bring exceptional taste and quality ingredients to customers.
The new collection meets a growing demand with searches for ‘premium’ rocketing 50% MoM[1] on Sainsbury’s online. This comes as shoppers are increasingly dining in and looking for new ways to treat themselves at home with great tasting, affordable options, as one in three Sainsbury’s customers are adding Taste the Difference items into their baskets.
James Campbell, Sainsbury’s Director of Product & Innovation, said: “Elevating every meal with delicious, quality produce and dishes at great value has been at the heart of Taste the Difference for 25 years. That's why our new Discovery ranges are designed to effortlessly level up at-home dining. By bringing together exceptional ingredients and expert techniques, we’ve done the hard work for our customers, making it easier than ever to gather, share, and enjoy delicious food - turning everyday occasions into something truly special.”
Discover the range:
Mastery in Meat: The Discovery Steaks
For the ultimate experience at home, the new steaks showcase the highest standards of butchery, matching the desire for premium steaks as online searches for ‘Wagyu’ beef at Sainsbury’s are up 63% compared to last year[1]
Quality begins at the source, with the grass & forage-fed Aberdeen Angus cattle reared by a bespoke group of farmers for Sainsbury’s or British Wagyu renowned for its delicate marbling and clean, luxurious finish.
Each Aberdeen Angus Discovery steak is hand-butchered and salt dry-aged for up to 35 days, delivering deep, concentrated flavour and tenderness. The British Wagyu is expertly matured and hand selected to produce steaks with exceptional tenderness and marbling. Top picks include the Aberdeen Angus Sirloin (£14) and the British Wagyu Fillet Steak (£19.50).
Artisanal Deli and Cheese
With searches for charcuterie products on Sainsbury’s online up 49% [2], the retailer has created its artisanal deli and cheese range. The new continental meats range features standout selections such as Cuor di Prosciutto (£7) - the prized ‘heart of the ham’ - and the Taste of Italy Salami Trio (£12), offering a journey through regional Italian flavours with Calabrian Strogolino and Vino Chianti PDO salami. Pair these with a curated trio of artisanal cheeses including a British Gorwydd Caerphilly (£5.50), the Pitchfork Cheddar (£5), matured for 12 months to deliver depth and complexity, and the Swiss Alpine Wilder Engel (£5.50), best known for its sweet & nutty characteristics.
Modern Ready Meals
The range features an authentic selection of ready meals, from vibrant, Modern Indian dishes to timeless British classics.
Modern Indian: Responding to a growing appreciation and love of modern Indian food, reinforced by a 30%[3] increase in Sainsbury’s online customers searching for Indian ready meals. The new range is Sainsbury’s largest premium Indian ready meal selection, featuring 18 bold and vibrant dishes fit for any Indian feast.
In the range, customers can expect to find the Taste the Difference Discovery Chicken Biryani (£10) which is inspired by the Hyderabadi Biryani, based on the traditional "dum" slow-cooking method, where basmati rice is layered and gently steamed with spices and fresh herbs, allowing the ingredients to meld and infuse flavour in every bite.
Customers can also enjoy favourites including the Taste the Difference Discovery Achari Beef Short Ribs, which feature two tender 10-hour slow-cooked British beef short ribs with a spicy, tangy Achari sauce (£12) and Chilli Cheese Masala Fries, which give loaded fries an Indian twist (£4.50).
With Nectar Prices, the Modern Indian range is now available on a £15 Dine in Deal and serves two people with 2 mains and 2 sides, giving Sainsbury’s customers an elevated at-home dining experience that celebrates the nation’s love for Indian food.
Modern Classics: For the ultimate comfort food upgrade, the new Discovery range includes Modern Classics offering a contemporary twist on British favourites. Dishes include Beef Shin Cottage Pie (£9.25), Ham Hock Rarebit Crumpets (£9.25), as well as a hand-crimped Poachers Pie (£9.25). The range also features indulgent sides such as Truffle Dauphinoise (£4) and Hot Maple Carrots (£4). All are available as part of the Discovery Dine in Deal with Nectar Prices, where customers can get their hands on a main and a side for just £10 for two people.
Wines & Spirits
The range also offers a diverse array of spirits and wines sourced from across the globe. Among the new additions is the Discovery XO Fine Champagne Cognac (£38.50), a unique blend aged for a minimum of 10 years and VSOP Pays d'Auge Calvados (£26), a double-distilled spirit from the Normandy region of France.
The wine selection offers a journey for the senses, including a bold and beautifully balanced Terrasses du Larzac (£14), a rich Southern French red crafted in the heart of Languedoc that delivers depth and character with every glass. For lighter, celebratory moments, the Taste the Difference Blanc de Blancs (£12) brings elegant bubbles paired with bright citrus flavours, perfect for toasting with loved ones.
The full range of Taste the Difference Discovery products are currently available in-store and online here, with continental meats joining from December. Lifestyle imagery is available to download here.
Notes to Editor
About Sainsbury’s
Offering delicious great quality food at competitive prices has been at the heart of what we do since John James and Mary Ann Sainsbury opened our first store in 1869. Today, inspiring and delighting our customers with tasty food remains our priority and our purpose is clear – we make good food joyful, accessible and affordable for everyone, every day.
Our focus on great value food and convenient shopping, whether in-store or online is supported by our brands – Argos, Nectar, Tu Clothing, Habitat, and Smart Charge. Sainsbury’s has almost 600 supermarkets and over 800 convenience stores. Argos is a leading digital retailer and is the third most visited retail website in the UK, with over 70 per cent of its sales starting online. Argos is conveniently available for customers to collect from hundreds of Sainsbury’s stores. Digital and technology enables us to adapt as customers shop differently and our profitable, fast-growing online channels offer customers quick and convenient delivery and collection capability.
About Nectar
Nectar, the UK’s largest coalition loyalty programme, is owned by Sainsbury’s. Over 23 million Nectar members collect and spend Nectar points at many of the UK’s leading brands including Sainsbury’s, Argos, Esso and British Airways.
Nectar is playing an ever-larger role for customers and within our business. In 2023, Nectar Prices launched at Sainsbury’s offering lower prices for Nectar members, alongside personalised Your Nectar Prices. Both of which have transformed Nectar sales participation and customer recognition of the value that Nectar provides.
With the Nectar app, customers can unlock weekly personalised offers and access their digital card on the go. Collectors can also get Nectar points every time they shop online via Nectar at over 500 leading online retailers.