Sainsbury’s has re-launched its Taste the Difference premium own-label range.

The range of more than 1,000 products includes hundreds of new or improved lines, as well as revamped packaging.

Products added to the range include 26 new beers, wines and spirits; apple and blackcurrant crumble mini cakes; spicy pear and apple chutney; and ultimate smoked back bacon.

A new Taste the Difference Bistro range has also been introduced, offering desserts made using premium ingredients such as Cornish camembert; lamb shanks with red wine jus; and pork belly with vintage cider.

The re-launch will be supported by a new advertising push, including a new Jamie Oliver TV ad that breaks tonight.

“The re-launched Taste the Difference range is our biggest ever investment in own-brand and represents a great opportunity for us,” said Sainsbury’s commercial director Mike Coupe.

“All of our products are either tested on customers or selected by experts and we have acted upon their suggestions to ensure each offers the very best in both quality and flavour.”

The news comes after Asda yesterday unveiled what it called the biggest own-label revamp in UK retail history.

For further details, read The Grocer on Saturday.

Read more
Daily Bread: Chosen by whom? (21 September 2010)
Asda overhauls own-label in bid to up quality (21 September 2010)

There's still plenty of time to enter The Grocer's Own-Label Awards, which recognise the category's best on criteria such as taste, appearance, innovation and value for money. Entries close on 30 October.