Supermarket chain Sainsbury has opened its first dedicated store for food on the go on Fleet Street in London.
The new outlet, called Fresh Kitchen, had a low-key opening that was trailed with a series of slightly cryptic messages on social networking site Twitter.
The company has declined to discuss the plans behind the store and whether it signals a wholesale move by the supermarket chain into the on-the-go food market.
But some mysterious tweets released before Fresh Kitchen's opening gave some clue as it its plans. One pointed out that the UK lunchtime market is now worth over £13b, while another indicated that the food to go market is growing.
A spokesman for the firm said the team behind the 76 Fleet Street site's opening would reveal more during a live web chat in the coming days.
The outlet sits in close proximity to a number of other more established fast food and casual dining outlets, including Pret A Manger, Chilango and McDonalds, and has been kept under wraps with all its signage still covered up. It also sits close to the supermarket chain's Holborn headquarters.
A local businessman said: “It looks like Sainsbury’s is having a go at creating a business purely devoted to food but we don’t know much more than the fact that it has appeared on the road. There are a number of well-known operators in an area that does a roaring breakfast and lunch trade so it will be interesting to see how they perform.”