Sainsbury’s premium private label line Taste the Difference has surpassed £2bn in sales, marking a major milestone for the retailer.

This marks a shift in consumer habits as shoppers are seeking more premium products to have high-quality dishes at home.

Data from Kantar revealed that over half of all grocery spend is on own-label items, and research from Mintel showed that private-brand food and drink launches have doubled since 2015.

The high-street retailer saw sales of its fresh food items in the Taste the Difference range increase by 15 per cent over the past quarter and has grown the number of customers shopping online and at physical stores.

James Campbell, director of food innovation at Sainsbury’s, said: “Hitting our £2 billion sales milestone early shows just how strongly customers are responding to quality, innovation and great flavour at accessible prices

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

“People still want that restaurant-quality experience, but they’re looking for it at great value, and that’s exactly what Taste the Difference is designed to deliver.”

Following the increasing popularity of at-home dining, the supermarket has brought back its Taste the Difference dine-in deal for two.

This new offer features a starter, main, side, dessert and drink for £18 with over 40 products across the range.

Some of the items on the menu include Duck Legs with Cherry Teriyaki Glaze, Discovery Nduja Cape Hake and Espresso Tiramisu.