Sainsburys has relaunched its Taste the Difference range

Sainsbury's has relaunched its Taste the Difference range

UK grocery retailer Sainsbury's is relaunching its Taste the Difference premium private label.

The new range will feature over 1,000 products, refining the recipes on its existing range, while introducing hundreds of new lines across the store.

Sainsbury's said it is working to capitalise on the increasing number of consumers eating at home with its Taste the Difference Bistro range, which offers a selection of "restaurant-quality" starters, mains and desserts using "premium" ingredients and the "very best cooking methods".

Sainsbury's group commercial director Mike Coupe said: "We are sure that the new Bistro range will be very popular. We believe that many people are eating out less and less so there is a real opportunity for us to capitalise on this by offering restaurant quality food that can be easily prepared at home."

He added that all of the products in the range have been tested on consumers or selected by experts.

The relaunch will be supported by a TV, print and online marketing campaign featuring Jamie Oliver to begin on 22 September. It will also run a customer and colleague sampling campaign at over 400 stores.

The packaging has also been revamped to "to reflect the dramatic improvements to the range".

The announcement comes a day after Asda announced it was relaunching its standard private label range.