Simon Roberts Manchester London Simon Roberts Manchester London

Sainsbury's follows ASDA and implements change to all own brand products

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Sainsbury's has become the latest supermarket to make a major change to its own-brand value range in a bid to drive down prices.

The own-brand which include dairy range Mary Ann's and the J.James meat range will now be repackaged under the Stamford Street name.

The name is in reference to Sainsbury's former HQ in London's Blackfriars. It comes after Asda rebranded its own value brand under the Just Essentials range to direct focus on cheaper products during the cost of living crisis.

Like Asda, Sainsbury's said its new unified range will make it easier for customers to identify and pick out the higher-value products on shelves, the Mirror reports. Read more: Join the FREE Manchester Evening News WhatsApp community 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.

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