Sainsbury‘s has replaced its ‘Try Something New Today’ marketing slogan as part of plans to refresh its brand.

The UK’s third-largest grocer today (15 September) unveiled a new strapline, “Live Well for Less”. The new “customer commitment” will be supported by a marketing campaign and is the latest stage in an overhaul of the Sainsbury’s brand.

In May, Sainsbury’s revealed plans to rebrand its core own-label range under the revamped “By” Sainsbury’s brand. The retailer said it had made spent “millions” of pounds improving the taste and re-designing the packaging of the products in the range.

The revamp started with frozen foods just before Christmas and will take in 6,500 products by January 2013. Almost two-thirds of the lines will either be “new or improved”, Sainsbury’s said.

Sainsbury’s group commercial director Mike Coupe said: “Sainsbury’s Live Well for Less marks a huge step forward in how we deliver to our customers. We know that budgets are under more and more pressure but people still want to have the quality products and goods that they can trust.

“Live Well for Less will drive everything we do. We are not resting on our laurels, we are ensuring that we will help customers to enjoy competitive prices, without compromising on quality or values.”

Sainsbury’s initiatives follow rival Asda’s move last year to relaunch its own-label food and drink range to “Chosen By You,” which consisted of 3,500 products.

Morrisons is also set to relaunch its own-label range next month. Commenting on the announcement in July, a spokesperson for the company said that the moves to relaunch the range are the “biggest ever done by Morrisons”.