Sainsbury’s has almost finished the relaunch of its standard own-label range ‘bySainsbury’s’.

Commercial director Mike Coupe said the overhaul, started in 2010 and encompassing 6,500 products, was “90% complete”.

Sales were growing at about 9% year-on-year - up from the circa 5% reported in its previous quarter. “We’re nearly finished across food,” Coupe said. “There is an opportunity now to look at it for non-food.”

The revamp of ‘bySainsbury’s’, which won Own Label Range of the Year at last year’s The Grocer Gold Awards, has been the retailer’s biggest-ever own-label overhaul. Sainsbury’s has been pushing the range hard with banners, shelf barkers and signage.

Own label helped boost the retailer’s fourth-quarter like-for-likes by 3.6%, excluding fuel, in the 10 weeks to 16 March. Total sales rose 6.3%, excluding fuel.

Mother’s Day and Valentine’s Day had been strong for own-label, with flower sales growing more than 10% and own-label Champagne for Valentine’s Day up 80%.