Market Update

First printed in Checkout Magazine   

Q is for quality

What does it take to win a Quality Food Award? Here we find out how Emma Start , from Melton Foods, created Waitrose’s award-winning Smoked Trout and Horseradish sandwich and reveal the product development the success has spawned

Making Waitrose’s sandwiches better

Emma Start has an unusual passion – sandwiches. Last year she created the winning sandwich in the Quality Food Awards. Judges described the Smoked Trout and Horseradish sandwich as a, “mini culinary masterpiece”, which combines high quality ingredients and unusual flavours.

Developed by Emma as part of the supermarket’s Bistro range, the sandwich comprises a filling of flakes of hot smoked trout, sliced cucumber, baby spinach and watercress salad, covered in seasoned horseradish crème fraiche sandwiched between thickly-sliced poppy seed bread.

Judges applauded Waitrose for the bold and innovative use of trout in a fish sandwich market dominated by tuna, salmon and prawns. They also felt the horseradish sauce and fish struck the right balance between strength and saltiness and said the product had a good ratio of bread to filling. And, despite the unusual ingredients, they agreed Emma had

succeeded in developing a sandwich that appeared, “almost homemade”.

Since her award success, Emma has been tasked with developing a new Delicatessen range for Waitrose, comprising sandwiches, crudités and other lunchtime treats. Her brief was simple: to make Waitrose’s sandwiches better than anyone else’s.

As is increasingly the case in food product development, Emma embarked on a competitive shop. But her shopping mission was not restricted to the UK’s sandwich sellers. Instead, her trip took her around the delis and diners of New York and San Francisco. As a result, Emma has created the supermarket’s latest sandwich and snack selection, which ranges from egg and cress sandwiches to a chicken satay wrap. As with the Bistro range, Emma has insisted on using top quality ingredients – ham that contains no added water – and ensured the sandwiches are filled right up the edges to give a taste in every bite. Finally, the new range features Waitrose’s new traffic light labelling to let customers know exactly what they are eating - who knows, it could be another potential award winner.

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