Sainsbury is close to finalising a new slogan to replace ‘Making Life Taste Better’ as the supermarket prepares for the September launch of its new-look advertising campaign.
The Grocer has learned that ‘Great Food, Fair Prices’ is a strong contender to replace the existing catchline.
The slogan was officially ditched in May after eight years, following criticism that it was the only major supermarket to not use a price-focused message (The Grocer, May 14, p10).
However, Sainsbury applied to the Patent Office last month to register ‘Great Food, Fair Prices’ as a trademark. In the past year, chief executive Justin King has talked about restoring Sainsbury to its “rightful place as a leading food retailer with a reputation for innovation and great food at fair prices”.
But Clive Black, retail analyst at Shore Capital, is doubtful about the slogan. “The first half is where Sainsbury needs to be, but ‘Fair Prices’ sounds like it’s not up for the fight. It should just go back to its 1990s strapline, ‘Good food costs less’.”
Sainsbury said it had a number of slogans still under consideration, and was in the process of choosing one before deciding how it would be used.
Tesco has expanded its Value range with the launch of a new pay-as-you-go mobile phone tariff. The tariff will offer UK calls at 15p a minute and text messages at 5p a minute.

Fuelforce has slashed its forecourt estate by more than half in a few months, sending it plummeting down The Grocer Top 50 league of independent retailers. In February, Fuelforce was 13th in the table, with 165 stores and sales of £68.9m. In April, it clinched a deal to sell 22 Jet-branded sites to Somerfield for £1.5m, and a further 57 to Murco in May for an undisclosed sum. Now 25 more stores have been sold to Malthurst over June and July.

The National Federation of Retail Newsagents is working with a major crisps and snacks supplier, a healthy options snack company and two chilled manufacturers to boost its members’ offerings. It said more than 58% of members’ sales now come from convenience markets, not from newspapers and magazines.

The Oxford, Swindon and Gloucester Co-op has developed innovative labelling technology with SATO UK. The mobile product labelling equipment works via the in-store wireless network to speed up the transaction process.

More than eight out of 10 face-to-face card payments now use chip and PIN technology, according to figures from the chip and PIN programme. By the end of June, more than 107 million chip and PIN cards had been issued, and nine out of 10 people carried at least one.

Woolworths has sold its ailing CD and DVD chain MVC to a consortium led by corporate finance specialist Argyll Partners for £5.5m.
Rachel Barnes
Tesco mobile offer
Fuelforce shrinks
newsagent options
labelling solution
Chip & PIN on track
ailing MVC Sold