'This is why we’ve worked to consolidate and rebrand'
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.
In a nod to the supermarket's previous London home, the new range will be called Stamford Street. Over 200 products will be a part of the rebrand which includes original ranges such as Mary Ann’s, J. James, Imperfectly Tasty and Greengrocer will be converted and more than 20 new items will be added. 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."Get the top stories straight to your inbox by signing up to our what's on newsletter
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