Sainsbury’s is giving its own-label value ranges a makeover - creating a single brand. This is to make it easier for customers to find its budget staples.
The new range will be called Stamford Street - in a nod to the supermarket's previous London home. More than 200 products will be a part of the rebrand, reports the Liverpool Echo.
It includes original ranges such as Mary Ann’s, J. James, Imperfectly Tasty and Greengrocer with more than 20 new items being added. Rhian Bartlett, food commercial director at Sainsbury’s, said: "Our own brand products are becoming more and more important to our customers as the cost of living crisis continues to impact so many households up and down the country.
"This is why we’ve worked to consolidate and rebrand the Stamford Street range to help our customers more easily find it in stores and online. Offering customers delicious food at affordable prices has been at the heart of Sainsbury’s for over 150 years and this is why I’m so proud to see these products now on shelves."
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 per cent over the last few weeks alone. The rebrand begins its roll out from now until autumn.
