Sainsbury’s calls in Mars over brand U-turn

Sainsbury’s marketing director Kevin McCarten has approached more branded goods manufacturers, including Mars, to help the retailer cut its dependence on own-label.

McCarten is understood to have set up a team with the confectionery and petfood giant to look at how brands can be brought to the fore in stores. Sources say the new team is looking at Mars’ Pedigree petfoods brands, which include Pal, Pedigree Chum, Whiskas and Kitekat.

The move comes after Marketing Week revealed McCarten’s ground-breaking alliance with household goods manufacturer Procter & Gamble to “remerchandise” the family area of toiletries, health and beauty products and baby care (July 5).

Sainsbury’s has performed a U-turn on its own-label policy, cutting back on lines to make shelf space for branded goods, after criticism over limited choice for shoppers and a growing dependence on own-label.

Sainsbury’s refused to comment and there was no one available to comment at Pedigree.

Sainsbury’s is planning a bonus for the first wave of customers who have signed up for its Reward Card loyalty scheme, launched last month. But trade sources say Tesco is preparing a 25m “spoiler” ambush.