Supermarket retailer Sainsbury’s is looking to capitalise on the growing sushi trend by partnering with European company Sushi Gourmet.

According to MCA’s sister publication The Grocer, the supermarket will open a branded Sushi Gourmet concession in its store in Nine Elms, London later this month and hasn’t ruled out opening more bars further down the line.

Sainsbury’s said it was the first UK retailer to partner with Sushi Gourmet - a Continental company that specialises in opening concessions in supermarkets and other large retailers. Its partners are primarily in France, where it works with big names including Casino and E.Leclerc, but it also has a presence in Germany, Spain, Portugal, Italy, Belgium and Luxembourg.

Sainsbury’s told The Grocer it was “really pleased” to work with Sushi Gourmet. “We think their fresh handmade sushi and teppanyaki is a good fit with our fresh food offer and that customers of our Nine Elms store will really like their products,” said a spokeswoman.

It already has two sushi bar concessions under the brand name Sushi Daily - another European sushi company - and plans to open more.

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