Sainsbury's Revamps Entire Private Label Line

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May 17, 2011

Sainsbury's is rebranding its core private label products under the new 'by Sainsbury's' banner.

The revamp, which includes more than 6,500 products, began with frozen foods just before Christmas 2010 and will be completed by January 2013. Of the 6,500 products 65 percent will be either new or improved, the company said in a statement.

For the launch of 'by Sainsbury's' the supermarket has conducted more than 30,000 customer tests over the past year with approximately 1,200 products now available in stores.

"This is a multi-million [dollar] investment and the biggest ever own label development in Sainsbury's history,” said Mike Coupe, Sainsbury’s group commercial director. "We aren't just changing the packaging on the products. All of the new or to-be-improved products will be benchmarked to be at least as good, if not better, than the category leader.”

The company is working closely with its suppliers to ensure all of the sourcing credentials meet Sainsbury's strict standards, Coupe said. “We are confident that this revamp will reinforce our quality credentials and make it easier for customers to identify our core range and find the products that are right for them.”

This revamp follows the relaunch last September of Sainsbury's premium Taste the Difference line, which included more than 1,000 products, several hundred of which were brand new.

The packaging for 'by Sainsbury's' line was also designed to meet with the company’s commitment to reduce its packaging weight relative to sales by 33 percent by 2015 against a 2009 baseline.

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