Sainsbury's in rebrand of own range products
Mike Coupe, the group’s commercial director has told the Grocer that all 7,500 the retailer’s own label products will be rebranded to feature the new By Sainsbury’s label. He said: “From a consumer point of view, everything is going to be benchmarked against the category leader and will be at least as good, and in lots of cases better, than the category leader.”
He added: “By this time next year, we’ll have completed the entire range in this format. We make sure the CSR and sourcing credentials are right. It’s quite a big undertaking.”
The process will take around 18 months to complete and the retailer said it was a third of the way through. Work on the project began before Christmas last year on frozen foods and is now being extended to other categories of product.
Last year, Asda rebranded its own range products as Chosen by You.
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