The venture is the result of the joint collaboration between the British Embassy and the supermarket chain, and offers visitors the opportunity to taste some of the most iconic products of the British gastronomy and to celebrate British flavours in the Algarve.
A wide variety of British favourites were on offer at the launch on Sunday, with guests given the chance to sample some of them.
Ms Hayes was joined at the opening in Almancil on Sunday afternoon by João Sebastião, Trade & Investment Director for Portugal.
In her opening remarks, the British Ambassador commented that the British were as much mocked for their peculiar food names as for the quality of their cuisine; but argued that British gastronomy was far more than just fish and chips.
In recent years, food in Britain had improved immeasurably and new trends were appearing, showing that the UK was becoming more and more home to an innovative, modern and cutting edge cuisine.
She mentioned that food and drink was the largest manufacturing sector in the UK, with a turnover of £95.4 billion and 400,000 people employed; and that the UK had an excellent reputation for food and drink and the ‘Britishness’ of UK products was a major selling point.
The Ambassador concluded by saying she hoped that both the new brands and the ones that were already well known in Portugal could contribute not only to a greater access to British food and drink products, but also to raise consumers’ awareness of the excellence of the British offer.
The campaign extends to Pingo Doce Almancil, Alvor and Lagos.
Speaking to The Portugal News at the Almancil store on Sunday evening, Jerónimo Martins Group CFO Javier Van Engelen said it was his store’s aim to offer these new products at competitive rates. He added that that the duration of the campaign and the items stocked will depend on public demand.
Once the guests had left, Mr Van Engelen grabbed a basket to do some shopping: “I don’t often get to see some of these products in Lisbon.”