Sainsbury's Embarks on Massive Private Label Revamp

April 19, 2011

Sainsbury’s is embarking on a massive project to unify its “standard” private label lines under the new By Sainsbury’s label, according to a report in The Guardian.

Sainsbury's store front Group Commercial Director Mike Coupe described the project as “the single biggest own-label development we’ve ever done as a business.”

As part of the process, all products will be benchmarked against national brands and private label brands owned by competing supermarkets. “From a consumer point of view, everything is going to be benchmarked against the category leader and will be at least as good, and in lots of cases better, than the category leader,” Coupe said.

The relaunch, which began a few months ago, includes 7,500 SKU, and will take another year. “We’re about a third of the way through that process,” Coupe said. “By this time next year, we’ll have completed the entire range in this format.”

Last year Sainsbury’s revamped its Taste the Difference premium private label line, which included 1,000 SKUs.

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Keywords: brand unification, packaging design

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