Wednesday, May 16, 2007

Going Global

Supermarkets have traditionally ignored the needs of ethnic-minority customers. Now, though, they are increasingly filling their shelves with juniper sausages, golabki and pickling mango. Humayun Hussain takes a trip down the aisles

It is not very fashionable to be excited about supermarkets - and if golabki, flaki, poppyseed bread or juniper sausage feature highly on your shopping list, traditionally there has been very little to be excited about. Supermarkets rarely stack their shelves full of your favourite tripe soup or cabbage dish. Or, rather, they didn't use to.
Last September, Tesco and Sainsbury's decided it was time to cater to the estimated 600,000 Poles living in the UK (and with a disposal income of £4bn a year, you can see why). Five months after the pilot was launched, Tesco announced that Polish food was the fastest-growing "ethnic" food range in the UK, and now Asda, Morrisons and Waitrose are also improving their ranges, with food from other east European countries in the pipeline.


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