Sainsbury's is set to turn up the heat on its rivals with a relaunch of it's premium food range, Taste the Difference (TTD).
The retailer is looking to reinvigorate the brand, which covers everything from meat and fish, to coffee and wine, and expand the range from 850 to 1,100 products. Some of the new products to be included under TTD were slow cooked chicken and ham pie, dry cured smoked back bacon and ultimate pork sausage.
TTD is worth £800m a year, or 6% of sales, and the ambition is to grow it to sales of £1bn, or 8%, over the next two years.
Judith Batchelar, Sainsbury's brand director, said: "We have done a huge amount over the past year to re-establish our credentials as a quality food provider."
As part of the overhaul, the retailer has pledged to remove all hydrogenated fats, artificial colourings, flavours and sweeteners.
Sainsbury's says 60% of its customers already buy the brand regularly. "People across a broad range are buying into it as it is universally appealing," said Batchelar.
The upgraded and expanded range will be launched next week with an advertising campaign led by Jamie Oliver.