Sainsbury’s has today announced that its Taste the Difference range has surpassed £2 billion in sales. This milestone reflects a real shift in how customers are shopping with more people choosing premium supermarket ranges to enjoy restaurant quality food at home.
Kantar reports that over half of all grocery spend is on own label1 and Mintel reports that premium own label food and drink launches have almost doubled since 2015, rising from 15 per cent to 27 per cent2. It’s clear that people are turning to supermarkets’ own ranges, like Taste the Difference, for great taste and deliciousness – and as a savvy way to enjoy quality without compromise.
Taste the Difference leads the market as the fastest growing premium range3, and Sainsbury’s reported sales of fresh food in the range grew 15 per cent over the past quarter. More Sainsbury’s customers are trading up to Taste the Difference from by Sainsbury’s and the grocer has also grown the number of customers shopping Taste the Difference across both online and in its Locals.
As more and more customers seek delicious restaurant-quality at home for special moments and celebrations, Sainsbury’s has brought back its Taste the Difference Dine In deal for two. Offering a starter, main, side, dessert and drink for £18, the deal features 40 products across the range. Products include Taste the Difference Duck Legs with Cherry Teriyaki Glaze, Taste the Difference Discovery Nduja Cape Hake and Taste the Difference Discovery Espresso Tiramisu.
James Campbell, Director of Food Innovation at Sainsbury’s, said: “Hitting our £2 billion sales milestone early shows just how strongly customers are responding to quality, innovation and great flavour at accessible prices.
“We’re expecting even more customers will celebrate Valentine’s Day at home this year. People still want that restaurant-quality experience, but they’re looking for it at great value and that’s exactly what Taste the Difference is designed to deliver. This Valentine’s Day, customers can treat themselves to dishes from our Discovery range as part of the dine in meal deal for two.”
Sainsbury’s remains committed to offering great quality and value through initiatives such as Aldi Price Match, Nectar Prices and personalised Your Nectar Prices. These programmes ensure customers can enjoy premium products at affordable prices, every time they shop. In fact, over 60 per cent of our customers shop both Aldi Price Match and Taste the Difference in the same basket, showing how people are mixing and matching to make their budgets go further.
1Worldpanel by Numerator Panel (Kantar), City Read, Premium Own Label, Total Market, 12 weeks to 25 January 2026
2Mintel GNPD, November 2015-October 2025
3Worldpanel by Numerator Panel (Kantar), Total Fresh & Grocery exc. Kiosk, Premium Own Label tier (excl. Premium Plus tier), Value growth YoY, 16 weeks to 28 December 2025
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