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Sainsbury’s drops Basics as part of new five-year plan
edited 30 November -1 at 1:00AM in Gone Off!
6 replies 3.8K views
Sainsbury’s this week added 120 new products under 12 tertiary brands that will replace its existing Basics entry-level own label range. Food Commercial director Paul Mills-Hicks admitted that “Basics wasn’t working in terms of doing the job we needed it to do”. It will have 200 lines by the end of the year and one more brand will be added.
Interesting that Sainsbury's has decided to go down the same route as Tesco and scrap its value products and replace it with another budget label range.
Would you say the creation of the new Tesco value 'brands' was worth it? I don't really see much difference between them and their old value stuff? Isn't a lot of it exactly the same with different packaging? Or is it all about perception to help reduce market loss to Aldi/Lidl?