Now called Low Price, the brand has been repackaged in red and white livery. Products with the new labelling began to be rolled out to Sainsbury's stores this week.
Sainsbury's said it was the right time for the move because packaging for the range had not changed for some time. However, it denied that the action was taken because sales of the range had fallen, insisting they had remained consistent.
The multiple said the update did not involve expanding the range and would not be supported by instore or external advertising.