Sainsburys To Introduce New Heritage Label

Fri, 10 Aug 2007

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Sainsburys is launching a new private brand this autumn, named Heritage.

The in-store label will be used for a range of food gifts, specifically targeted for the Christmas period and features retro J Sainsbury branding .

The new lines will include a mixture of food products such as Special Edition All Butter Shortbread in a biscuit barrel, Limited Edition Rolled Oats, Special Edition Mini Oatcake Selection in an oblong canister, a Dried Fruit Mix in a traditional mixing bowl with wooden spoon and Limited Edition Strawberry conserve with a ceramic jam jar.

The J Sainsbury name will be featured in a traditional copperplate script on all the products, along with a simple cream and red packaging design. The range is intended to reflect on Sainsbury's heritage in grocery retailing .

Britain’s third largest supermarket chain was founded in 1869 by John James and Mary Ann Sainsbury, with the first small dairy shop being opened at 173 Drury Lane, London .

More information on the Heritage range and details of Sainsbury’s history will be featured in the September issue of Sainsbury’s in-store magazine – Checkout.

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