Sainsbury’s moves own brands under Stamford Street range

Sainsbury’s has announced it has combined all of its own-label value ranges under one brand – Stamford Street.

Named after the previous home of Sainsbury’s, the brand consists of around 200 products and has already started hitting shelves, with products rolling out between now and Autumn.

It comes as it said two thirds of customers are concerned about the rising cost of groceries. In the last three months alone, Sainsbury’s said its volume sales of own brand value products have grown by nearly 10%1.

The supermarket giant added to make it even easier to find the range, it features brand new packaging and products will also be grouped together on shelves and dedicated signage in stores, as well as a custom page on the website, will be set up.

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.”