Sainsbury’s Taste the Difference range tops £2bn in sales

The milestone sales figure comes as own-label brands reach over half (52.2%) of all grocery spend according to the latest grocery market share data from Worldpanel by Numerator, while sales of premium own-label food and drink ranges have nearly doubled since 2015, according to Mintel.

The grocery giant said Taste the Difference “leads as the fastest-growing premium range in the market”, with fresh sales up 15% in the last quarter with more customers trading up to the range at Sainsbury’s.

Sainsbury’s said that it has also brought back its Taste the Difference Dine In deal for two, offering a starter, main, side, dessert and drink for £18, with customers able to choose from 40 products across the range.

Director of food innovation at the grocery giant James Campbell said: “Hitting our £2bn sales milestone early shows just how strongly customers are responding to quality, innovation and great flavour at accessible prices.

“We’re expecting even more customers will celebrate Valentine’s Day at home this year. 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. This Valentine’s Day, customers can treat themselves to dishes from our Discovery range as part of the dine In meal deal for two.”