Sainsbury’s revitalises premium own label

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Sainsbury’s is relaunching its premium Taste the Difference own label range today.

The move is designed to rebuild sales of the brand, which has been hit by its own re-launched Basics range plus rival own labels.

Speaking at Insight’s Future of International Convenience & Petroleum Retailing event in London today, Ed Garner, communications director at Kantar Worldpanel, said Sainsbury’s has reduced its relative pricing over time but the relaunch of Basics range had hit The Taste the Difference brand. Competition had also come from Tesco Finest, he said.

The new Taste the Difference range will feature over 1,000 products with hundreds of  lines introduced across the store. As well as refining the existing recipes in the range, Sainsbury’s has launched a new Taste the Difference Bistro range which offers a selection of restaurant-quality starters, mains and desserts. According to the retailer, they are made using premium ingredients and the best cooking methods. The Bistro range is easy to prepare at home with each dish serving two people, said Sainsbury’s.

The relaunched range also includes 26 new beers, wines and spirits, many of which are the result of working closely with leading names, such as the world famous French wine producer, Chapoutier; and Sacred Hills, one of New Zealand’s leading wineries.

Mike Coupe, Sainsbury’s group commercial director, said: “The relaunched Taste the Difference range is our biggest ever investment in own brand and represents a great opportunity for us. All of our products are either tested on customers or selected by experts and we have acted upon their suggestions to ensure each offers the very best in both quality and flavour.

“Ten years after its groundbreaking launch, this new range represents a huge transformation for Taste the Difference. Our development teams have travelled across the world and we believe that this is the best range of premium food available in any supermarket.

“We are sure that the new Bistro range will be very popular. We believe that many people are eating out less and less so there is a real opportunity for us to capitalise on this by offering restaurant quality food that can be easily prepared at home.”

The re-launch will be supported by TV, print and online marketing featuring Jamie Oliver and starting on 22 September. A customer and colleague sampling campaign will also take place at over 400 stores. In addition, the packaging has been revamped to reflect the improvements to the range.