Sainsbury’s overhauls own label ranges
18 April 2011 09:44
Sainsbury's has begun "the single biggest own label development we've ever done as a business" according to the group's commercial director Mike Coupe.
All the retailer's own label products will be revamped to feature the new By Sainsbury's label.
Speaking to The Grocer, Mr Coupe 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."
The relaunch of the retailer's 7,500 own label products is expected to take around 18 months.
"We're about a third of the way through that process" he added.
The process began before Christmas on frozen foods and will be extended across all categories.
"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."
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