Our purpose

Whether it’s the big weekly shop, a quick bite to eat or a special occasion, our customers choose us for good food that is trusted on quality and delivers on taste. 
 
We have a real passion for innovation and good quality, affordable food is the foundation of all our Sainsbury’s own brand ranges. It’s food that’s well sourced, grown sustainably and offers great value.  
 
Now 25 years old, our premium Taste the Difference range is more popular than ever. It’s the fastest growing Premium Own Label in the market and customers are choosing it for exciting new flavours and the feeling of dining out at home. We’ve recently expanded the range with our new Taste the Difference Discovery collections that offer expertly created, restaurant-quality meals and premium speciality ingredients. 
 
In the last financial year, we introduced 1,200 new own brand products, around 50 per cent in our premium Taste the Difference range – which hit an exciting new milestone, reaching more than £2 billion in sales for the first time. In addition, 69 per cent of customers shopped both Aldi Price Match and Taste the Difference in the same basket. 

Through our largest investment in store expansion in over a decade, we’re bringing more choice, convenience and quality to more communities across the UK. 
 
We’re opening new supermarkets and convenience stores in key locations – more than 40 in the last financial year – and are increasing food space in many of our existing stores, so that more customers can access more of our good food, more often. Alongside this, our convenience formats, online grocery, rapid delivery and same-day fulfilment give customers even more flexibility – supporting everything from larger planned shops to quick top-ups when time is tight.  
 
We also recognise that good food isn’t shared equally. We’ve partnered with Comic Relief for over 25 years and since 2022 we’ve refocused our relationship to tackle the issue of food poverty. To date, we’ve donated over 60 million meals, raised more than £26 million and supported more than 2.4 million people. We have a bold new ambition to raise £30 million for Comic Relief by 2030, doubling our impact to help us reach a total of 120 million meals donated to children and families across the UK since 2022. We’ve also funded food clubs, holiday programmes and community support, while also rallying partners, government and industry to drive wider change. 

Championing good food means making sure great quality is affordable for everyone, every time they shop with us. We know customers want food they can trust, enjoy and feel good about – without worrying about the price – and we are committed to offering great value on the products they buy most often. 
 
We’ve invested around £1.3 billion to keep prices low and make good food affordable for everyone, whether that’s through our Low Everyday Prices, Aldi Price Match, Nectar Prices, personalised Your Nectar Prices or Stamford Street, our lowest priced range – offering great value on everyday essentials.  
 
In 2024, we became the first retailer to extend Aldi Price Match across our supermarkets, convenience stores and online and the offer contains at least 75 per cent Healthy and Better for you products. Customers are now saving more than £450 on average a year with Nectar, as well as collecting over £170 of Nectar Points through our well-established value proposition of Nectar Prices, Your Nectar Prices and Nectar Points earned across a coalition of partners. Since the launch of Nectar Prices in 2023, customers have saved £5.5 billion.