Sainsbury’s premium line pack rework

Sainsbury’s is working with Parker Williams behind closed doors to overhaul the packaging across its premium own-label range Taste the Difference, Design Week can exclusively reveal.

The first raft of creative work is expected to be completed in the new year and Sainsbury’s is aiming to relaunch the range, which currently comprises 850 lines, in the summer.

Sainsbury’s declines to reveal design details of the project, but the work is likely to involve an element of rebranding. Parker Williams also declined to comment on the project as Design Week went to press.

The Taste the Difference range first launched in October 2000 and has become one of Sainsbury’s best-sellers. Currently more than 60 per cent of the supermarket chain’s customers buy the products.