[an error occurred while processing this directive]
BBC News
watch One-Minute World News
Last Updated: Monday, 19 September 2005, 10:24 GMT 11:24 UK
Sainsbury's polishes up its image
Justin King
The new slogan is the next phase in Sainsbury's recovery programme
Sainsbury's is about to embark on a multi-million pound rebranding in what it says is one of the biggest shake-ups in its 136-year history.

The supermarket giant will spend 10m ditching its "Making life taste better" slogan to replace it with "Try something new today".

This is the latest stage in a recovery strategy aimed at boosting sales by 2.5bn by March 2008.

Changes will be made to its carrier bags, trolleys and even its lorries.

The new image will be unveiled in a minute-long TV advert at 2245 UK time (2145 GMT) on Monday featuring chef Jamie Oliver offering tips on how to make meals more exciting.


Sainsbury's hopes to encourage its 153,000 staff to try out Jamie Oliver's recipes and pass on the ideas to customers.

We're very excited about these changes
Justin King, chief executive

Staff will be given ingredients so they can try out recipes at home, while Sainsbury's will continue to have food advisers, trained by Mr Oliver, in its stores.

"We're very excited about these changes," said Justin King, chief executive of Sainsbury's.

"Today's announcement marks a change in how we will serve our customers and the start of a company-wide training programme equipping every colleague to improve the customer experience in store."

Back in June, the UK's third largest supermarket reported a continuing recovery, with like-for-like sales growing for the second straight quarter.

Sainsbury's hails sales progress
23 Jun 05 |  Business
Profits collapse at Sainsbury's
18 May 05 |  Business
Improved supply lifts Sainsbury's
24 Mar 05 |  Business
New finance chief at Sainsbury's
14 Mar 05 |  Business
Sainsbury's food decline slowing
13 Jan 05 |  Business

The BBC is not responsible for the content of external internet sites


Americas Africa Europe Middle East South Asia Asia Pacific