14 May 2008


Print	Email

Sainsbury's targets savvy shoppers

Sainsbury's

own label

Related stories
Sainsbury's turns recovery to growth 14 May 2008

Sainsbury's reports its basics entry price level range is the supermarket's fastest growing sub brand.

Sainsbury's basics: fastest growing sub brand

The range, which was extended in April 2007, and now comprises 500 products, grew by 20% in the last year.

Announcing its results for the 52 weeks to 22 March 2008, the supermarket said it had worked hard to restore the universal appeal of the Sainsbury's brand by developing products that meet a diverse range of requirements.

"There is a clear rise in the 'savvy shopper' who buys both 'basics' ingredients, where an item's appearance is not a primary concern, alongside premium Taste the difference products, such as meat and fish, where strict quality and taste standards are required," it said.

Sainsbury's reported its 'Feed your family for a fiver' campaign, launched in March 2008, had driven market increases in sales of featured ingredients.

Sales of minced meat in the launch television advertisement increased by 200% and demand for basics spaghetti and tinned tomatoes also saw significant increases, it said.

Taste the difference, comprising around 1,300 products, is still Sainsbury's biggest sub brand with sales of £1bn a year.

According to the supermarket, Taste the difference fresh meat and fish have seen significant growth, driven by both the increase in awareness of higher welfare chicken and a strong promotional programme.

By Fiona Briggs

Email this to a friend