Sainsburys relaunches basics range

Sainsbury’s has relaunched its basics range of products.
The retailer wants to reassure customers these items are not only good value for money, but also have ethical credentials.
A series of television advertisements are being shown, highlighting how basics eggs are not only the same price as Tesco’s, but are also sourced from non-caged hens. Additional products – such as ham, fish fingers and Fairtrade tea – are also ethically produced. 
Sainsburys marketing director Sarah Warby said the store was aware that budgets were tight at the beginning of the year, but that its basics range enabled customers not to compromise on quality, yet still enjoy great value. 
“Our new campaign aims to reassure customers that when they buy Sainsbury’s basics they don’t need to sacrifice their values – something that many of our major competitors aren’t able to say to shoppers who buy from their value ranges.”
The supermarket giant took offence with Tesco’s previous marketing campaign, which it believed unfairly compared the price of own-brand goods. 
Sainsbury’s basics range was launched in 2005 and 70 per cent of shoppers purchase products from it. There are 500 basic food lines, with chopped tomatoes being the best selling item in terms of volume.