Own-label value ranges combined under one brand to help customers find great value key staples

Great value has a new address as Sainsbury’s moves all its entry price point brands to Stamford Street. Named after the previous home of Sainsbury’s, the brand will celebrate Sainsbury’s heritage of quality and value by helping customers more easily find everyday staples at budget-friendly prices.

Two thirds of customers say they are concerned about the rising cost of groceries as inflation continues to bite and own brand ranges are increasingly popular as shoppers look for ways to cut back on spending. In the last three months alone, Sainsbury’s volume sales of own brand value products have grown by nearly 10%1. This is why it is doing all it can to keep prices low and investing to refresh its value range, making it easier for customers to find fantastic prices on the staples they buy week in, week out.

The Stamford Street range will consist of around 200 products and has already started hitting shelves, with products rolling out between now and Autumn. Customers will still be able to shop their favourite staples as all products from the original ranges including Mary Ann’s and J. James will be converted across. More than 20 new high-volume products have also been added to the range, including Soft Spread (99p), Beef & Onion pie (£2.90) and Cheese Tortelloni (£1.21)*.

Stamford Street in London’s Blackfriars was the home of Sainsbury’s for over a century and the new branding reflects its commitment to combining the best possible quality with great value. To make it even easier to find the range, it features brand new packaging to give it a refreshed and distinctive look and feel. Products will also be grouped together on shelves and dedicated signage in stores, as well as a custom page on the website, will be set up. Sainsbury’s brilliant colleagues will of course also be on hand to help customers find what they’re looking for.

The launch is just one of the ways Sainsbury’s is continuing to help customers manage their budgets as summer approaches, following its record investment of more than £560 million in value over the last two years. It coincides with the latest instalment of the popular Aldi Price Match campaign which hit stores this week. A quarter of the products in the Stamford Street range are included in the campaign, which matches around 300 Sainsbury’s quality products to Aldi prices. New products have been added to the campaign including canned tuna, which has been reduced in price to 72p per tin. This week Sainsbury’s announced its move to 100% MSC certified pole and line caught canned tuna and it is the first of the big four supermarkets to do this.

Sainsbury’s customers can also save money on their favourite branded products following the recent launch of Nectar Prices, which offers discounts to all supermarket and online customers using the Nectar app or card. It is already exceeding expectations and customers have saved over £34 million across discounts on over 1,300 products since launch.

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.”

 * Prices correct as of 26 May 2023.

1 NIQ Homescan Panel data – Volume % growth vs LY – 12wks ending 29 April 23

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