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A spokeswoman for Sainsbury's says: “We have had really positive comments from suppliers on our objective of creating a home for brands at Sainsbury’s. Customers are at the heart of our strategy and this is a great opportunity for brands to differentiate themselves more. We believe that, working with suppliers, we can eliminate inefficiency from the value chain. We led the industry on value simplicity, making buying brands at Sainsbury’s simpler for customers and we now want to work with brands to make them more distinctive and rewarding for customers.”