The redesign and relaunch will include more than 6,500 products and began with frozen foods at the end of the year and will be completed by January 2013. Of the 6,500 products, some 65% will either be new or improved.
Sainsbury’s group commercial director Mike Coupe said: “We aren’t just changing the packaging on the products. All of the new or to be improved products will be benchmarked to be at least as good, if not better, than the category leader.”
Speaking as part of the year-end results, chief executive Justin King emphasized the importance of the Private Brand saying that over a third of its food sales come from its mid-tier Private Brand. More than 80% of Sainsbury’s total Private Brand sales are taken by the By Sainsbury’s brand.
The retailer said it has already conducted over 30,000 customer tests in the last year, with over 1,200 products now available in store.
This move continues the trend to European retailers create Private Brands that support the retail brand, but have little chance of building equity outside of that connection.