With shoppers increasingly switching to own-label goods, Sainsbury’s has relaunched its value range under a new brand name, Stamford Street.
The range will consist of around 200 lines, with products rolling out between now and autumn. Current ranges, including Mary Ann’s and J. James, will be converted across to the Stamford Street name. More than 20 new high-volume products have also been added to the range.
The brand is named after the spot near Blackfriars in London where Sainsbury’s had its head office for over a century, but which has now been demolished.
Sainsbury’s noted that the changes were designed to make it easier for shoppers to find its value range, with the packaging having a distinctive look and feel. Products will also be grouped together on shelves, with dedicated signage in stores and a custom page on its website.
Sainsbury’s claims to have invested more than £560m in keeping prices down over the last two years. The own-label relaunch coincides with the latest instalment of its Aldi Price Match campaign, which rolled out this week. A quarter of the products in the Stamford Street range are included in the campaign, which matches around 300 Sainsbury’s products to Aldi prices.
The supermarket pointed to research showing two-thirds of its customers are concerned about the rising cost of groceries as inflation continues to bite. In the last three months, Sainsbury’s volume sales of own-label value products have grown by nearly 10%.
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.”
NAM Implications:
- 66% of Sainsbury’s customers looking for value O/L.
- A uniform approach to O/L branding…
- …a no-brainer solution/opportunity.
- At the expense of brands.
- Be prepared…
