FDBusiness.com

UK supermarket group Sainsbury has relaunched its premium ‘Taste the Difference’ range of own label food and beverage products. The new range will feature over 1,000 products with hundreds of new lines introduced right across the store.

As well as refining the existing recipes in the range Sainsbury has launched a new Taste the Difference Bistro range which offers a selection of restaurant-quality starters, main courses and desserts. The Bistro range is easy to prepare at home with each dish serving two, and is expected to be popular with consumers who are now eating out less.

The relaunched range will also include 26 new beers, wines and spirits.

“The relaunched Taste the Difference range is our biggest ever investment in own brand and represents a great opportunity for us. All of our products are either tested on customers or selected by experts and we have acted upon their suggestions to ensure each offers the very best in both quality and flavour,” explains Mike Coupe, group commercial director of Sainsbury. “Ten years after its groundbreaking launch, this new range represents a huge transformation for Taste the Difference. Our development teams have travelled across the world and we believe that this is the best range of premium food available in any supermarket.”

The re-launch will be supported by a major TV, print and online marketing featuring celebrity chef Jamie Oliver. A huge customer and colleague sampling campaign will also take place at over 400 stores to generate excitement for the re-launch. In addition the packaging has been changed to reflect the dramatic improvements to the range.

Over half of Sainsbury’s customers buy both Taste the Difference and basics showing the broad appeal of the range amongst shoppers.

The Sainsbury Taste the Difference initiative comes hot on the heels of Asda relaunching its entire own label range in what it described as the biggest move of this kind in UK retail history.