28 Aug 2007


Print	Email

Sainsbury's to launch Heritage brand and extend Different by Design range

Sainsbury's is introducing a new private label called Heritage this autumn.

Sainsbury’s launch Heritage brand

It will be used for a range of food gifts, targeted at the Christmas market, and features retro
J Sainsbury branding.

Lines include Special Edition All Butter Shortbread in a biscuit barrel, Limited Edition Strawberry conserve with a ceramic jam jar, Special Edition Mini Oatcake Selection in an oblong canister, and Limited Edition Rolled Oats and a Dried Fruit Mix in a traditional mixing bowl with wooden spoon.

The products feature the J Sainsbury name in a traditional copperplate script and a simple cream and red packaging design.

The range, as its name implies, evokes Sainsbury's heritage in grocery retailing.

The supermarket was founded in 1869 by John James and Mary Ann Sainsbury. They opened their first small dairy shop at 173 Drury Lane, London.

At the same time, the supermarket is expanding its Different by Design non-food range with new cookware and tableware. Products will be available in-store next month (October).

New lines include a range of Japanese stainless steel knives with riveted and forged handles. Prices start at £3.99 for a paring knife.

There's a new range of copper-bottomed saucepans with glass lids (prices range from £7.99 for a milk pan to £19.99 for a saute pan), cast iron casserole dishes and griddle pans in cream (rrps from £19.99) and an oak chopping board. In tableware, meanwhile, Sainsbury's has added a floral patterned dinner service and granite place mats and coasters. Retail prices are from £1.99 for items in the dinner service, £3.49 for a pack of four granite coasters and £7.99 for a two-pack of place mats.

Email this to a friend