Sainsbury is upping the ante in its own label war with Tesco by revamping its premium Taste the Difference line, The Grocer has learned.
It is understood the top-secret overhaul will centre on cleaning up the packaging and accelerating innovation with a raft of new products joining the current 800-strong portfolio.
A spokeswoman for the retailer confirmed the changes would be around quality rather than lowering prices.
She said: “Taste the Difference is our biggest sub-brand and over half our customers regularly buy into it. This year we promised to focus on quality and innovation. The strength of the Sainsbury’s brand is fantastic quality products at competitive prices.”
The banner’s logo will not change under the rebranding although the packaging is to be made less “cluttered”.
The new look will be rolled out this summer and is the first major change Sainsbury has made to the brand since it was launched in October 2000.
One of the retailer’s grocery suppliers said: “Sainsbury has come under pressure for its logistics and distribution but its key thing is its position relative to Tesco. It is rebranding the range because it has quite a cluttered image. It’s taking a modern, contemporary approach. Taste the Difference is a crucial area and Sainsbury wants it to identify more with affluent consumers.”
TNS Superpanel said Tesco, Sainsbury, Asda and Safeway between them made £740m from the premium own label market last year. It ranks Taste the Difference seventh in best selling specialised ranges. Tesco’s Value and Healthy Eating lines take the first and second spots.
It is understood the top-secret overhaul will centre on cleaning up the packaging and accelerating innovation with a raft of new products joining the current 800-strong portfolio.
A spokeswoman for the retailer confirmed the changes would be around quality rather than lowering prices.
She said: “Taste the Difference is our biggest sub-brand and over half our customers regularly buy into it. This year we promised to focus on quality and innovation. The strength of the Sainsbury’s brand is fantastic quality products at competitive prices.”
The banner’s logo will not change under the rebranding although the packaging is to be made less “cluttered”.
The new look will be rolled out this summer and is the first major change Sainsbury has made to the brand since it was launched in October 2000.
One of the retailer’s grocery suppliers said: “Sainsbury has come under pressure for its logistics and distribution but its key thing is its position relative to Tesco. It is rebranding the range because it has quite a cluttered image. It’s taking a modern, contemporary approach. Taste the Difference is a crucial area and Sainsbury wants it to identify more with affluent consumers.”
TNS Superpanel said Tesco, Sainsbury, Asda and Safeway between them made £740m from the premium own label market last year. It ranks Taste the Difference seventh in best selling specialised ranges. Tesco’s Value and Healthy Eating lines take the first and second spots.
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