Sainsbury’s Reveals Plan for “by Sainsbury”

English grocer Sainsbury’s has confirmed plans today to rebrand its NBE Private Brand under the new brand “By Sainsbury’s”.

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.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.