Supermarket retailer Sainsbury’s has changed its Try Something New Today strapline to Live Well For Less – to send the message to customers that it is not more expensive than its rivals.
The change has resulted from an 18-month review in which Sainsbury’s analysed customer feedback and reviewed its supply processes and products.
A common perception is that it costs more to shop at Sainsbury’s than at places such as Tesco and Asda, which Sainsburys wishes to dispel.
A company statement said: "For the last 142 years, Sainsbury's has worked hard to help people live the life they want to live, with quality products at fair prices. Live Well For Less reaffirms that commitment."
By 2012, the new strapline will be used on more than 6,000 products; 65 per cent of which will be new or improved.
Sainsbury's group commercial director Mike Coupe said: "Live Well For Less marks a huge step forward in how we deliver to our customers. We know that budgets are under more and more pressure but people still want to have the quality products and goods that they can trust.
"Live Well For Less will drive everything we do. We are not resting on our laurels, we are ensuring that we will help customers to enjoy competitive prices, without compromising on quality or values."
