Sainsbury’s is combining all of its own-label value ranges into a single brand to make it easier for customers to find its budget staples.
In a nod to the supermarket's previous London home, the new range will be called Stamford Street. Over 200 products will be a part of the rebrand which includes original ranges such as Mary Ann’s, J. James, Imperfectly Tasty and Greengrocer will be converted and more than 20 new items will be added.
Sainsbury's said two-thirds of its shoppers were concerned about rising costs and that sales of its own brand products have grown by 10% over the last few weeks alone.
