Sainsbury’s Christmas Press Event


Today, I was lucky enough to have been invited to the Sainsbury’s Christmas Press Event in Covent Garden, London.

I was SUPER excited about not only getting to experience Christmas in July (on one of the hottest days of the year I’d like to point out…) but to also get a sneak peek at the amazing new products lined up to tantalise our tastebuds over the festive season.

Upon arriving, there were holly wreaths leading down the stairs and a tree with presents underneath to really set the scene. Forget the blazing hot sun outside, I was in an cool winter wonderland with the air full of Christmas songs and the smell of warming winter food.

I instantly headed for the baking section and I was not disappointed. To add to their ever expanding baking range of now icings (blog post about these bad boys coming soon!), condensed range of mixes, infused sugars and decorating equipment, I was very pleased to see new things coming out this year too. I got a sneak peek of some Christmas fruit packages that can easily be put into your tried and tested fruit cake recipe, chopped stem ginger, full strips of candied orange and lemon peel which would look perfect adorning a little fruit cake just on their own! Also their sprinkles which now come in an adorable little pinch pot and are a super fast and easy way to decorate cupcakes, especially if you’ve got little helpers with little hands! There were some amazing looking morello cherry ingredients too which I’m very much looking forward to trying and also mixes of fruits and nuts that are made especially to transform a plain cupcake or cookie recipe into something a little more special but without the extra effort and the cost of buying bigger packets. Trust me on this one, if baking is your thing, get down and try Sainsbury’s own brand of cake and bake goodies.

In the main hall, everything was set out like a Dickensian market place, and after visiting each stall for a period of time, it became very clear very quickly, that Sainsbury’s are so very passionate about giving their customers the best at not only the special time of year but all year round. The enthusiasm shown by these product developers really struck a chord with me. I was impressed by not only their knowledge of the products but their happiness when we enjoyed them.

We tried a large range of sweet products from cupcakes, frosting, ice cream and tarts, to more savoury and traditional morsels like chutneys, turkey, gammon, pies, salmon and cheese.

Even though my heart lies with baking, I have such a passion for food. Good food. And I do have to admit, Sainsbury’s have nailed Christmas. Their two ranges they were showcasing were the ‘By Sainsbury’s’ and the ‘Taste the Difference’ and both were superb.

The meats melted in your mouth, the Taste the Difference Norfolk black turkey terrine with pork, chestnut and maple stuffing wrapped in dry cured, oak smoked streaky bacon is going to be on my Christmas table, the salmon terrine with a red onion and cranberry relish crumbled in the right places and left no greasy aftertaste, the pies had the perfect crust and the cheese, well, let’s just say as a cheese fiend and after trying each one and learning about their maturing times, I still have yet to find a cheese I don’t like.

The homeware range was also on show from furnishings to decor and accessories making me want to start redecorating right now. And giving me a lot of inspiration to do so. The clothing, toys and presents department were fabulous and I’m already thinking about this years Christmas jumper! (Seriously, everyone needs a Christmas jumper…)

All in all, very impressed. And, even though it’s only July and we are in the middle of a heatwave, it’s never too early to start thinking about Christmas. But it’s ok, Christmas 2013 is sorted – thanks to Sainsbury’s.

Here are some pictures of my favourite parts of today!

Yes. That is me messing about with some of the props. When in Rome…

Until next time,

Britt xo

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