Sainsbury’s
Range: Taste the Difference | Launched: 2000 | No. of SKUs now: 906 | How has it evolved? Taste the Difference appeared in 2000, but it was relaunched eight years ago. CEO Mike Coupe, commercial director at the time, said this was its “biggest-ever investment in own-brand and represents a great opportunity”. The relaunched range, in which Sainsbury’s had invested “millions”, featured more than 1,000 products, including hundreds of new or improved lines, as well as revamped packaging. It now clocks up £832m in sales annually [Kantar Worldpanel].