Sainsbury’s has relaunched its £1bn range of upmarket food, just one day after rival Asda revealed it had relaunched its mid-tier range.
Sainsbury’s Taste the Difference range will be expanded by 150 lines to 1,141 products.
Mike Coupe, Sainsbury’s commercial director, said that the extended range includes the new Bistro line of “restaurant-quality food”, which consists of 23 products designed to appeal to shoppers who are eating out less.
A TV campaign featuring Jamie Oliver will air tonight during the ad break in Emmerdale.
Coupe said: “There is no doubt that in recessionary times people modify their behaviour. So the eating in eating out balance swings in our favour.”
He added: “The re-launched Taste the Difference range is our biggest ever investment in own brand and represents a great opportunity for us. All of our products are either tested on customers or selected by experts and we have acted upon their suggestions to ensure each offers the very best in both quality and flavour.
“Ten years after its groundbreaking launch, this new range represents a huge transformation for Taste the Difference. Our development teams have travelled across the world and we believe that this is the best range of premium food available in any supermarket.”