Sainsbury’s moves value brands to Stamford Street
The Sainsbury’s supermarket has rebranded all its entry price point brands to the new name of Stamford Street.
Named after the previous home of Sainsbury’s in London’s Blackfriars, the Stamford Street range will consist of around 200 products that will be rolled out between now and the autumn. While customers will still be able to shop staples from the retailer’s original value ranges, they will also have access to 20 new high-volume products, including Soft Spread (99p), Beef & Onion pie (£2.90) and Cheese Tortelloni (£1.21).
Stamford Street products all feature new packaging to give them a distinctive look and feel and will be grouped together on shelves with dedicated signage in-store.
The supermarket has invested a record £560 million in value over the last two years. Sainsbury’s said the rising cost of living has led volume sales of own brand value products to grow by nearly 10% in the last three months.
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.
“Offering customers delicious food at affordable prices has been at the heart of Sainsbury’s for over 150 years and this is why I’m so proud to see these products now on shelves.”
