UK grocery giant Sainsbury’s is to trial a new format at six sites under a redesigned “Sainsbury’s savacentre” fascia.

The first store, with a more simplified look, opens tomorrow [Thursday] in Northfield, Birmingham.
Under a “Making Life Taste Better For Less” strap line, the stores are designed to deliver a stronger emphasis on value. The new Sainsbury’s savacentres also aim to attract family shoppers, stocking the full range of Sainsbury’s Economy products, the best selling products from other ranges such as Taste the Difference and many new, family sized, food products.

At Northfield, almost a third of the shop floor will be dedicated to non-food items; the largest proportion of any Sainsbury’s store of this size.
The trial stores will range from 31,000 sq ft to 70,000 sq ft. The management structure has been streamlined and business processes have been simplified. New design features will be trialled, such as chilled milk and fruit juice shelves which can be refilled from the storage area behind them, avoiding disrupting customers on the shop floor.
Sara Weller, Sainsbury’s assistant MD, said: “We have taken the opportunity provided by the store reinvigoration programme to tailor our stores to meet shoppers’ different needs.

“Today’s announcement represents an important next step in the evolution of our format portfolio and further broadening the appeal of our brand through formats.”