Sainsbury’s unveils biggest own brand revamp with new ‘by’ label

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Coupe: multi-million pound investmen

Coupe: multi-million pound investmen

Sainsbury’s is rebranding its core own-label products under the ‘by Sainsbury’s’ banner.

The revamp, which includes over 6,500 products, began with frozen foods just before Christmas 2010 and will be completed by January 2013. Of the 6,500 products 65% will be either new or improved, said the supermarket.

Sainsbury’s said it has conducted over 30,000 customer tests in the last year for the launch of ‘by Sainsbury’s’ and over 1,200 products are now available in store.

Mike Coupe, group commercial director, said: “This is a multi-million pound investment and the biggest ever own label development in Sainsbury’s history.

“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.

“Sainsbury’s is famous for the quality of its own label and this is something that really sets us apart from many of our competitors. As well as customer tests we have worked closely with our suppliers to ensure all of the sourcing credentials meet Sainsbury’s strict values. 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.

“We have listened to customer feedback and we are confident that the launch of ‘by Sainsbury’s’ will be a real success.”

The move follows Sainsbury’s re-launch of its premium Taste the Difference range in September 2010. This revamp included over 1,000 products with hundreds of these either new or improved.

All of the packaging for the new ‘by Sainsbury’s’ range has been designed to meet with Sainsbury’s wider commitment to reduce its own brand packaging weight relative to sales by 33% by 2015 against a 2009 baseline.