The new Stamford Street range will be the face of Sainsbury's value own-brand products
Sainsbury's has become the latest supermarket to make a major change to its own-brand value range in a bid to drive down prices.
It comes after Asda rebranded its own value brand under the Just Essentials range to direct focus on cheaper products during the cost of living crisis. Like Asda, Sainsbury's said its new unified range will make it easier for customers to identify and pick out the higher-value products on shelves, the Mirror reports.
Previously, Sainsbury's CEO, Simon Roberts, said the supermarket would provide further investment for lower priced items. However, a similar move from Asda's yellow Just Essentials range in the autumn brought criticism that it acted as a 'poverty marker', especially because the yellow colour matched the same used for the store's reduced sticker items.
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