Sainsbury’s moves all value ranges to Stamford Street brand

Sainsbury’s is moving all its own-label entry price point ranges to sit under a new single brand, Stamford Street.

The brand, which looks to help customers find everyday staples at budget-friendly prices more easily, will consist of around 200 products available across the Big 4 grocer’s stores between now and autumn.

Items from all original ranges including Mary Ann’s and J. James will be converted, and more than 20 new high-volume products have also been added, such as soft spread for 99p, beef and onion pie for £2.90 ,and cheese tortelloni at £1.21.

The range, named after Stamford Street in London’s Blackfriars which was the home of Sainsbury’s for over a century, features new packaging with a distinctive look to help shoppers to easily locate it.

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Products will also be grouped together on shelves, with dedicated signage in stores as well as a custom page on the website.

This comes as two thirds of customers are concerned about the rising cost of groceries, with own-brand ranges becoming increasingly popular as shoppers look to cut back on spending.

In the past three months, Sainsbury’s volume sales of own-brand value products has grown by nearly 10%.

“Our own brand products are becoming more and more important to our customers as the cost-of-living crisis continues to impact so many households up and down the country,” Sainsbury’s food commercial director Rhian Bartlett said.

“This is why we’ve worked to consolidate and rebrand the Stamford Street range to help our customers more easily find it in stores and online. Offering customers delicious food at affordable prices has been at the heart of Sainsbury’s for over 150 years and this is why I’m so proud to see these products now on shelves.”