Sainsbury’s announced today that it has rebranded its value range to the new name Stamford Street.
The grocer said the new brand, named after its previous home address in London Blackfriars, “will celebrate Sainsbury’s heritage of quality and value by helping customers more easily find everyday staples at budget-friendly prices”.
The Stamford Street range will cover some 200 products and has already begun rolling out on Sainsbury’s shelves. The rollout will be complete by autumn and include former Mary Ann’s and J.James products.
The range will carry Stamford Street branding and products will also be grouped together on shelves and have dedicated signage in stores, as well as a dedicated page on Sainsbury’s website.
The move follows Sainsbury’s investing more than £560m in price over the last two years. It also launched Nectar Prices, offering customers discounts on all supermarket and online purchases using a Nectar card or app.
Rhian Bartlett, food commercial director at Sainsbury’s, said: “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.
“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.”
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