// Sainsbury’s rebrands all its own-label value ranges to its Stamford Street brand
// The grocer said the move will make it easier for customers to find budget-friendly everyday staples
Sainsbury’s is combining all its own-label value ranges to a single brand, Stamford Street, to make it easier for customers to find budget-friendly everyday staples.
Stamford Street will now consist of over 200 products, with items rolling out between now and autumn.
Products from original ranges Mary Ann’s and J. James will be converted and more than 20 new items have been added, such as soft spread and beef and onion pie.
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The items will be grouped together in store with dedicated signage and a custom page on the supermarket chain’s website is being set up.
In the past three months, Sainsbury’s volume sales of own-brand value products has risen by nearly 10% as customers look for ways to cut back on spending amid skyrocketing food prices.
Food commercial director Rhian Bartlett 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.”
The supermarket giant posted a drop in its full-year pre-tax profits earlier this year, after revealing it had spent over £560m on “keeping prices low over the last two years”.
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