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.
The new branding for its budget range will be "Stamford Street" which is a homage to the supermarket chain's previous London home.
Stamford Street will now consist of over 200 products, with items rolling out between now and autumn.
Products from Sainsbury's original ranges Mary Ann’s, J. James, Imperfectly Tasty and Greengrocer will also be converted and more than 20 new items have been added.
New additions include products such as soft spread (99p), beef and onion pie (£2) and cheese tortelloni (£1.21).
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.
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.”
What are supermarket budget ranges?
Here's a full list of the main budget ranges you can get at major supermarkets in the UK
- Aldi - Everyday Essentials
- Asda - Just Essentials
- Lidl - Simply
- Morrisons - Morrisons Savers, Woodheads Brothers, International Seafood Company, Chippindales, Wonky, Stephensons Bakery, Greenside Deli
- Ocado - Ocado own range
- Tesco - Hearty Food Co, HW Nevill's, The Grower's Harvest, Stockwell & Co, Ms Molly's, Butcher's Choice, Creamfields, Eastman's, Suntrail Farms, Rosedene Farms, Willow Farms, Woodside Farms, Redmere Farms, Nightingale Farms, Boswell Farms, Bay Fishmongers
- Waitrose - Essential Waitrose & Partners
- Sainsbury's - Greengrocer and Imperfectly Tasty (fruit and veg), J. James (meat, fish and poultry), Mary Ann's (dairy), Hubbard's (long-life products) - these will soon all be Stamford Street
