Sainsbury’s Taste the Difference has surpassed £2bn in sales, as demand for premium own label continues to surge.
Sales of fresh food in the range grew 15% over the previous quarter, as more Sainsbury’s customers continued to trade up from its middle-tier By Sainsbury’s range. Premium sales also grew online and in its Local convenience stores.
Taste the Difference was now the fastest-growing supermarket premium own label, Sainsbury’s claimed. The “milestone” growth reflected a “real shift” in how customers were shopping, with more choosing premium supermarket ranges in order to enjoy “restaurant-quality food at home”, the supermarket said.
Premium own label sales surge
It reflected a broader trend across the sector, with supermarkets enjoying a major uptick in premium sales across the board despite ongoing food inflation.
Tesco surpassed £2bn in sales of its own Finest range in February 2024, and has targeted further growth after sales of the range surged 18% to £2.5bn in June. The range enjoyed further “double-digit growth” over Christmas 2025.
Grocers have been turning to premium lines as a way to restore margins lost elsewhere, and the past year has seen a swathe a “ultra” premium ranges rolled out, including by Morrisons, which launched its The Best Signature Collection ahead of Christmas.
At the same time, research published by The Grocer in February showed supermarkets have been trimming their cheapest own-label ranges, where margins are slimmer, in order to mitigate higher employment and production costs. Sainsbury’s has shrunk its Stamford Street range from 195 to 183 SKUs over the past year.
“Hitting our £2bn sales milestone early shows just how strongly customers are responding to quality, innovation and great flavour at accessible prices,” said James Campbell, Sainsbury’s director of food innovation.
Sainsbury’s is hoping to capitalise on the demand ahead of Valentine’s Day, with the return of its Taste the Difference Dine-In deal for two. The deal includes a starter, main, side, dessert and drink for £18.
“We’re expecting even more customers will celebrate Valentine’s Day at home this year,” Campbell added.
“People still want that restaurant-quality experience, but they’re looking for it at great value and that’s exactly what Taste the Difference is designed to deliver. This Valentine’s Day, customers can treat themselves to dishes from our Discovery range as part of the dine-in meal deal for two.”
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