Sainsbury's is launching an own-label scheme that will use "signature" ingredients in an attempt to appeal to shoppers looking for premium products.

Sainsbury's brand director Judith Batchelar said the signature ingredient initiative would take exclusive lines, such as Jamie Oliver Taste the Difference 21-day beef, and use them across its own-label portfolio to create a unique selling point.

"We have products which are unique to us and which we're proud of. These include fruit and vegetable varieties developed with one of our suppliers and our Mey Selections meat range from the North Highlands, all of which we sell exclusively," said Batchelar.

"We already use Mey Selections beef in some of our ready meals and we want to identify where we can do more with our signature ingredients in terms of the rest of our prepared foods."

Sainsbury's is creating a new innovations position on the own-label team to drive the initiative. The role, yet to be filled, will focus on which signature ingredient products can be developed.

Batchelar added that the scheme was intended to achieve a point of difference for Sainsbury's, which it hoped would set it apart from competitors.

"Customers don't beat a path to our door for Kellogg's Corn Flakes but they will for special ranges like these. It also gives us something extra to shout about - we can't do that with other people's brands."

In addition to the signature scheme, Batchelar said Sainsbury's hoped to extend its range of exclusive products from suppliers, including through its Dragon's Den-style "Supply Something New" initiative.

"It's aimed at small suppliers who wouldn't normally think of approaching a supermarket," she said. "We've found some great new products, from regional egg varieties to unusual jams. One of the hottest things we've picked up are cold-pressed rapeseed oils."

Sainsbury's is also understood to be looking at other new own-label ranges, including Inspired to Cook, and a household line called Cleanhome.


Topics