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 new slogan is the next phase in Sainsbury's recovery programme
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.
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.