British supermarket Sainsbury's, the UK's second largest supermarket chain with an annual turnover of over €33.5 billion, is offering a new line of blueberries under the brand name 'Imperfectly Tasty'.
According to the product data sheet, the product is currently of Chilean origin packaged in a 150g basket. The price of Lst 1.07 is calculated to compete directly with the discount store Aldi. In fact, the checkout price is particularly aggressive and stands at under €10/kg.
Early consumer reviews are positive:
THESE BLUEBERRIES WERE FIRM AND JUICY AND FAR SUPERIOR TO THE NORMAL ONES WHICH ARE MUCH MORE EXPENSIVE.
jkboyd, purchase on 14/04
NOTHING IMPERFECT HERE - THE MOST BEAUTIFUL BLUEBERRIES I HAVE HAD IN AGES AND THEY LOOK PERFECT TO ME.
Tanya, purchase on 03/5
The 'Imperfectly Tasty' line is one of five lines that Sainbury's is currently offering on its online platform: blueberry standard in 150g, blueberry in 300g on promotion, blueberry organic in 150g, blueberry standard in 500g.
Here Sainsburys' offer is compared with that of its direct rival Tesco on the same day (04/06/2021):
| retailer | Weight | Price | Price €/kg | Segment |
| Tesco (UK) | 250 g | GBP 3,00 | € 13,97 | Standard |
| Tesco (UK) | 150 g | GBP 2,00 | € 15,53 | Standard |
| Tesco (UK) | 125 g | GBP 0,89 | € 8,29 | Standard |
| Tesco (UK) | 150 g | GBP 2,50 | € 19,41 | Organic |
| Tesco (UK) | 150 g | GBP 2,20 | € 17,08 | Premium |
| Sainsbury's (UK) | 150 g | GBP 1,35 | € 10,48 | Standard |
| Sainsbury's (UK) | 300 g | GBP 2,50 | € 9,70 | Standard Promo |
| Sainsbury's (UK) | 150 g | GBP 2,50 | € 19,41 | Organic |
| Sainsbury's (UK) | 500 g | GBP 3,50 | € 8,15 | Standard |
| Sainsbury's (UK) | 150 g | GBP 1,07 | € 8,31 | Discount |
