Sainsbury's Own Brand

Sainsbury's is making it easier for customers to find affordable everyday essentials by moving all their entry price point brands to Stamford Street, named after the store's previous home. The move celebrates Sainsbury's dedication to quality and value, and comes at a time when more and more customers are seeking ways to save on their grocery bills. The Stamford Street range will feature around 200 products, including new high-volume items, and will have a fresh new look and feel to make it easier to find in-store and online.

As inflation continues to bite, two thirds of Sainsbury's customers are worried about the increasing cost of groceries. To help them save money, the supermarket giant has seen a 10% increase in volume sales of their own-brand value products in the last three months alone. Sainsbury's is committed to keeping prices low and refreshing its value range to make it easier for customers to find affordable and quality products they need every week.
The Stamford Street range will consist of around 200 products and has already started hitting shelves, with products rolling out between now and Autumn. More than 20 new high-volume products have also been added to the range, including Soft Spread (99p), Beef & Onion pie (£2.90) and Cheese Tortelloni (£1.21)*. 

Stamford Street Co. Italian Hard Cheese is a new Italian hard cheese that is new to the market is provided to Sainsbury's by Atlante. Its luscious flavour and impeccable texture are the result of an exceptional partnership between Atlante and Sainsbury's, a collaboration that guarantees the availability of the finest Italian hard cheese. 

Stamford Street in London’s Blackfriars was the home of Sainsbury’s for over a century and the new branding reflects its commitment to combining the best possible quality with great value. To make it even easier to find the range, it features brand new packaging to give it a refreshed and distinctive look and feel. 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. Sainsbury’s brilliant colleagues will of course also be on hand to help customers find what they’re looking for. 

This exciting launch is just one of the many ways in which Sainsbury's is dedicated to assisting customers in managing their budgets as summer approaches. It aligns perfectly with the highly anticipated Aldi Price Match campaign, which has just debuted in stores. A remarkable quarter of the products in the Stamford Street range are participating in this campaign, offering customers the opportunity to purchase around 300 Sainsbury's quality products at Aldi prices. As part of this campaign, new products have been introduced, such as the reduced price of canned tuna to a mere 72p per tin. Furthermore, Sainsbury's has made a groundbreaking announcement this week by transitioning to 100% MSC certified pole and line caught canned tuna, becoming the first of the big four supermarkets to do so.

Customers of Sainsbury's can also enjoy substantial savings on their preferred branded products thanks to the recent introduction of Nectar Prices. This revolutionary initiative provides discounts to both in-store and online shoppers who utilise the Nectar app or card. The response has been overwhelmingly positive, with customers already having saved an impressive £34 million across a wide range of over 1,300 products since the program's inception.

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.”

To learn how Atlante sources the best Italian own-brand products for Sainsbury's, click here to learn more: