The relaunch covers all 1,100 existing products in the range and includes the introduction of 300 new products.
The supermarket is also introducing a new Bistro sub-brand, which offers a selection of “restaurant-quality” meals.
Sainsbury’s director of brand communications Claire Harrison-Church says: “Premium is back in growth as customers want indulgence and there is a real opportunity around consumers trading up and looking for innovative products.”
She adds that the activity is Sainsbury’s “biggest ever investment in own brand” and is part of its ongoing strategy to “really own the ’taste’ proposition”.
The relaunch will be supported by a “significant” above-the-line marketing investment, including TV, press and outdoor activity, redesigned packaging, a major sampling drive and price promotions.
All the packaging has been redesigned to look “contemporary” and Sainsbury’s has added the strapline “Taste Tested by Customers” to all packs.
Sainsbury’s is also partnering with The Telegraph to open a pop-up restaurant serving Taste the Difference food to build engagement with consumers.
Harrison-Church says: “We want to help consumers live the brand more closely.”
A 40-second TV ad, created by AMV BBDO and starring brand ambassador Jamie Oliver, broke yesterday (22 September).