5 Fakeaway Brands Competing for a Spot on Supermarket Shelves

As demand for restaurant-branded ‘fakeaway’ products continues to rise, more brands are vying for a place in your weekly grocery shop. Customer favorites include Pizza Express’s classic pizzas and doughballs, alongside Itsu’s seaweed thins. However, they are no longer the only contenders in this rapidly growing sector.

With more consumers looking to recreate their favorite restaurant meals at home, several other restaurants are gearing up to compete for a coveted spot on supermarket shelves. Here’s a closer look at five fakeaway brands that are making their mark.

1. Ottolenghi: Bringing Gourmet Flavors to Supermarket Aisles

Grocery Debut: April 2024
Grocery Range: Pesto, sauces, marinades, and spice mixes
Supermarket Listings: Exclusively in Waitrose
Average Price Range: £3.95 to £5.00

Ottolenghi entered the supermarket scene for the first time earlier this year with an exclusive launch in Waitrose. Known for its high-quality ingredients and vibrant flavors, the brand’s new grocery line features unique products like miso pesto, kalamata olive and harissa sauce, and shawarma marinade, all crafted by founder and chef Yotam Ottolenghi.

A spokesperson for Ottolenghi explained: “We’ve spent years developing a range that maintains the quality and flavor of our restaurant dishes while being suitable for supermarket shelves. The idea was to ensure that home cooks didn’t have to compromise on taste or quality.” Despite only being a small part of the wider Ottolenghi business, which includes restaurants, catering, and cookbooks, the brand’s grocery debut has exceeded expectations, with sales 97% higher than forecasted.

2. Nando’s: Spicing Up the Aisles

Nando’s has been a familiar name in supermarkets for some time, with its range of peri-peri sauces and marinades. Known for its distinctive spicy flavors, Nando’s has built a loyal following among those looking to recreate the restaurant’s famous chicken dishes at home.

3. Leon: Healthy Fast Food, Now at Home

Leon has also joined the supermarket race, offering a variety of products that reflect its commitment to healthy, fast food. From sauces to ready meals, Leon aims to make its Mediterranean-inspired dishes accessible to those cooking at home.

4. Pizza Express: Beyond Pizzas

Pizza Express is already a well-known name in the fakeaway sector, with its range of pizzas, doughballs, and more. The brand continues to innovate with new products designed to bring the restaurant experience to customers’ homes.

5. Itsu: Expanding the Range

Itsu, known for its Asian-inspired meals and snacks, is another major player in the fakeaway market. With seaweed thins and noodle pots, the brand has successfully translated its restaurant offerings into popular supermarket products.

Conclusion: A Growing Market for Fakeaway Brands

The competition for a spot on supermarket shelves is fierce, with established brands like Pizza Express and Itsu facing new contenders such as Ottolenghi, Nando’s, and Leon. As more consumers seek convenient ways to enjoy restaurant-quality meals at home, these fakeaway brands are well-positioned to meet the demand. With each brand bringing its unique flavors and innovations, the battle for supermarket success is only just beginning.