Meat category manager Peter Holland said the move was part of a review of the retailers’ pigmeat category. He added: “We have found our customers are happy with JS bacon and we do not need to offer tertiary brands in this area.”
Farmers’ leaders believe packaging for tertiary brands is often so similar to that used for own label that consumers struggle to tell the difference.
They say retailers use tertiary brands to sell ‘non-welfare’ bacon, while maintaining the claim that all their own-label pigmeat is produced to high welfare standards.
Holland stopped short of admitting that Sainsbury had bowed to pressure from UK pig farmers, but added: “Sourcing and welfare of animals continues to be on our agenda and forms part of the category review. We have a made positive step in bacon where our special purchases are now Sainsbury’s own brand.”
The exact definition of a tertiary brand is not always clear. But generally it is a mid-way point between own label and household name brands, often used by retailers as a platform for aggressive multibuy promotions.
Meanwhile, Sainsbury has launched a range of bacon products under an own label Butcher’s Choice brand.
The new range includes dry cured back and streaky bacon made from Danish pigmeat and outdoor reared back bacon from British animals.