The launch will be supported by a PR and sampling drive along with digital activity. The brand will hope to leverage the Miers’ celebrity status. She has also written a Mexican recipe book and starred in her own TV cooking series.
The range of three Wahaca branded sauces will launch exclusively in Sainsbury’s before rolling out to Asda, and other national supermarkets.
It will be produced under license by All About Food, which also produces a supermarket range for Nando’s, Pizza Express and Wagamama restaurant chains.
There are currently six Wahaca restaurants in London, but further stores around the UK are likely to open.
Ben Johnson, marketing director at all About Food says: “People up and down the country will be becoming aware of the Wahaca brand. Without question there is scope for expansion beyond the sauce range.”