The cheapest range of branded items in Sainsbury's is being pulled from the shelves as the supermarket ends its Sainsbury's Basics line.
The stripped back food in simple white and orange packaging offered the cheapest way to buy Sainsbury's at Sainsbury's - but hasn't helped the chain in its battle with discount stores such as Aldi and Lidl.
Sainsbury's food commercial director Paul Mills-Hicks said: “Basics wasn’t working in terms of doing the job we needed it to do."
The range will be replaced by a string of new names and Sainsbury's has already begun phasing out Basics.
It is launching 12 new value brands in key categories including meat, fish, poultry and bakery - including products labelled J James, Mary Ann's, Greengrocer and Frank's.
Sainsbury's says it has launched 123 "entry price point" products and plans to launching 200 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."
