Sainsbury’s rolls out new-look Basics range

Sainsbury’s is rolling out a new look to its Basics range, adding more colour and introducing updated straplines.


The new look has been created by BrandMe. The consultancy has worked on previous Sainsbury’s projects including the retailer’s Taste the Difference range.

The previous white and orange colour scheme is retained, but a colour treatment has been added, and the Basics logo and typeface have been updated.


New straplines are being introduced, such as ‘simple prawns, no need to shell out’.

A Sainsbury’s spokeswoman says, ‘The role of the ‘Reason to Believe’ straplines on pack is to tell the customer something about the product and what makes it basics, and then give quality reassurance. It’s done in a playful tone, to bring alive basics’ distinctive personality.’


Sainsbury’s says the new look is set to roll out across the range of 500 Basics products, which includes 100 non-food items.

The retailer says the top-selling items in its range are chopped tomatoes, eggs and fresh tomatoes.


Rival supermarket brands Tesco, Marks & Spencer and Morrisons have all updated their value ranges in the past two years.

We analysed the thinking behind value-range redesigns here.

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  • Ben Dolman November 30, -0001 at 12:00 am

    I’m glad that Mozzarella Pearls, Blueberries, Prawns and Smoked Salmon are all considered basics.

  • Steven Nicholson November 30, -0001 at 12:00 am

    I’m glad they kept the charm and humour and added a bit of warmth… Just curious to see the design applied to 4 or 5 cans seen on the same shelf – tomato products – the illustration helped differentiation i hope it’s not gone SLASH excited to see what replaces it…

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