The move would mean that Taste the Difference would match the current value of Tesco Finest.
Although the exact current value of the range has not been revealed, Sainsbury's has set itself the short-term goal of growing its sales to £837m by the end of this financial year, in March 2007.
Its own-label ambitions also include growing its Basics range to £403m in 2009 from an estimated base of £265m in March 2007 - representing a 52% jump in value.
The growth plans came this week as Sainsbury's began putting the new-look Taste the Difference range on shelves.
It has added 250 products to the now 1,000-strong line-up, which has also undergone a packaging revamp and features an updated logo.
The new packaging also sports Sainsbury's Wheel of Health front-of-pack traffic light labelling scheme for the first time on the range. It will be supported in-store through point of sale, as well as promotions.
In May, brand director Judith Batchelar said she planned to realign the mix of the retailer's own-brand ranges, with the mid-tier Sainsbury's label shifting from 90% of the whole offer to about 80% by 2008/09, to the benefit of Basics, Taste the Difference and So Organic (The Grocer, 27 May, p7). Meanwhile, the
retailer's plans to launch a non-food premium range are ramping up, with the sub-brand now expected to be named Different by Design, with a logo based on its Taste the Difference motif. The range's previous working title was Designed for Sainsbury's (The Grocer, 3 June, p13).
Separately, Sainsbury's has also struck a deal with Champneys Health Resorts to sell a range of Champneys Wellbeing ready meals. The supermarket has had an exclusive deal to sell a selection of toiletries under the spa's name since 2004.
The seven-strong ready meal range, which will be in stores from next week, was created in conjunction with the resort's chefs, using fresh herbs, chunky vegetables and seeds.