In the past few years it major supermarkets have finally cottoned on to the threat posed by the likes of Aldi and Lidl, and decided to take on the discounters at their own game.
Tesco launched it's own value brand - Jack's - Sainsbury's cut 1,000 prices and even M&S has decided to slash prices to win customers .
But Sainsbuy's isn't just getting lowering prices, it's also decided to get rid of its "basics" range.
“Basics wasn’t working in terms of doing the job we needed it to do,” Sainsbury's food commercial director Paul Mills-Hicks said announcing the change.
The supermarket has now said it has already "begun phasing out the Basics range and launched 12 new value brands in key categories including meat, fish, poultry and bakery".
Instead, it's brining in a new range of products across 12 new brands instead - including products labelled J James, Mary Ann's, Greengrocer and Frank's.
So far 123 "entry price point" products have been released in stores, with plans to hit 200 planned by the end of the year.
Chief executive Mike Coupe said: "We have lowered prices on every day food and groceries, launched a range of value brands and are more competitive on price than we have ever been."
"We offer great quality at affordable prices with convenient ways to shop."
"Our strategy is designed to help our customers live well for less."
