A third of Sainsburys food sales come from its mid-tier own label

A third of Sainsbury's food sales come from its mid-tier own label

UK grocer Sainsbury's has confirmed plans today (11 May) to rebrand its core own-label range under the revamped By Sainsbury's brand.

The revamp, which will include over 6,500 products began with frozen foods just before Christmas and will be completed by January 2013. Of the 6,500 products, some 65% will either be new or improved.

Sainsbury's group commercial director Mike Coupe said: "We aren't just changing the packaging on the products. All of the new or to be improved products will be benchmarked to be at least as good, if not better, than the category leader."

Speaking alongside the retailer's full-year results, chief executive Justin King emphasised the importance of the channel, saying that over a third of its food sales come from its mid-range private label. More than 80% of Sainsbury's total own-label sales are taken by the By Sainsbury's brand.

The retailer said it has already conducted over 30,000 customer tests in the last year, with over 1,200 products now available in store.

All of the packaging in the revamped By Sainsbury's range has been designed to meet with the retailer's commitment to reduce the weight of all of its own-brand packaging relative to sales by 33% by 2015 against a 2009 baseline.

All products in the range will be free from hydrogenated fats and flavour enhancers, while all salmon is responsibly sourced, all tuna is pole and line caught, all eggs are 100% cage-free and all salmon, eggs and ducks are 100% freedom food.