Somerfield is rebranding its Basics value range as Makes Sense in an attempt to eradicate the stigma that is attached to value ranges.
The Makes Sense name will be used across 115 core basic products that represent good value. New packaging has also been designed for the range.
A Somerfield insider says: “There’s always a stigma attached to people filling their baskets with a value brand.”
Somerfield appears to be moving in the opposite direction to other supermarket retailers such as Sainsbury’s, which recently rebranded its value range Economy as Low Price. The range’s blue and white packaging was also revamped with the additional use of red.
A spokeswoman for Sainsbury’s says: “We are always reviewing brand names and the look of own-label products and it was felt that it was time for a bit of a refreshment.”
Tesco uses the Value name for its range of inexpensive products.
Somerfield is relaunching a number of its own-label ranges in turn, including its Indian and Italian foods and wines. Somerfield’s own-brand director Joanna North is overseeing the exercise.