Sainsbury's - Product Ranges

Product Ranges

A large store typically stocks around 30,000 lines of which around 20% are "own-label" goods. These own-brand lines include:

• Basics: an economy range of around 700 lines, mainly food but also including other areas such as toiletries and stationery. The Basics range uses minimal packaging with simple orange and white designs. Sainsbury's Local stores sell none or very few of these lines. Equivalent to Tesco's Everyday Value, Asda's Smart Price and Morrisons M Savers.

• by Sainsbury's: All own brand food products (over 6,500 different lines) will be re-branded under this new "by Sainsbury's" brand, first introduced on frozen foods in late 2010, re-branding will be complete by January 2013.

• Taste the Difference (TTD): around 1100 premium food lines, including many processed foods such as ready made meals and premium bakery lines. TTD lines are similar to Asda's Extra Special, Tesco's Finest and Morrisons The Best. The TTD range was relaunched in September 2010. When the range was relaunched in 2010 it features 1141 lines, with at least 75% of them being "new or improved".

• Different by Design (DBD): a smaller range of premium non-food lines, including flowers which were previously branded "Orlando Hamilton". Uses the same logo and typeface as Taste the Difference (Different by Design is the non-food equivalent of Taste the Difference).

• Kids: these lines are for children. In 2006, these lines replaced the Blue Parrot Café range.

• Be Good To Yourself (BGTY): products with reduced calorific and/or fat content. The BGTY range was relaunched in January 2010.

• Freefrom: launched in 2002 but given a makeover in February 2010, it has over 75 product lines. These products are all grouped together in one aisle of the store (except fresh and frozen lines). These products are suitable for those allergic to dairy, wheat and gluten (although some are free from wheat/gluten but contain dairy).

• Sainsbury's Organic (SO Organic): Around 500 lines of food and drink which are derived from sources free from fertiliser or pesticides.

• Fair Trade: Over 100 fair trade products. – All bananas sold at Sainsbury's are now fair trade. The own-brand tea and coffee is being converted to Fairtrade over the next three years.

• TU – own brand clothing range, which replaced the Jeff Banks designed range, Jeff & Co.

• TU Home – a range of home products, such as lighting, rugs, and kitchen products. This range has now been rolled out to most stores stocking non-food ranges.