"Probably the most comprehensive and well thought through own-label launch for years," says one judge. "The involving nature of the initiative, its ambitious scale and its execution was outstanding." Sainsbury's reformulation programme took five weeks to implement, following a year of planning. Six months after the September 2006 relaunch, the brand was growing at 25% year-on-year. "A great customer offering and excellent sales results back up the success story," says a judge.