Sainsbury is to launch advertising messages from brands on a range of own label fresh produce in a first for the industry.

The initiative, which will be launched at the end of the month, means customers could pick up a pack of mince on which the label would have an advertisement for a sauce that goes with it, or perhaps a pack of oranges with a promotional message from a cereal manufacturer.

Produce such as vegetables, fruit, bread, meat, poultry and eggs could all carry a message, which will appear on the label.

For more, see this week’s issue of The Grocer magazine.