Sainsbury's has announced it is making a major change to its own value range - and it will make it easier for shoppers to spot in-store and online.
All of the supermarket chain's entry price point brands are set to be moved into one single brand, Stamford Street, which will celebrate Sainsbury’s heritage of quality and value by helping customers more easily find everyday staples at budget-friendly prices.
The brand, which is named after the grocer's previous home, will consist of around 200 products, with some already beginning to hit the shelves already. More products are set to be rolled out between now and Autumn.
Items from previous value ranges, such as Mary Ann’s and J. James, will be converted across into the new range, with more than 20 new high-volume products also being added.
Some of the products that shoppers can find will include everyday staples such as Soft Spread (99p), Beef & Onion pie (£2.90) and Cheese Tortelloni (£1.21).
In a bid to help customers keep the cost of their weekly food shop down, the supermarket's new value range will be easier to find, with a new distinct packaging that will be grouped together on shelves.
There will also be dedicated signage in-stores, as well as a custom page on the Sainsbury's website to help shoppers find what they need.
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."
It comes just after Sainsbury's revealed that its volume sales of own brand value products have grown by nearly 10% in April 2023, as the retailer looks to help shoppers manage their budgets.
This includes the launch of its first ever loyalty scheme Nectar Prices, which allows cardholders to access exclusive deals and discounts across hundreds of branded goods in-store and online.
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