Sainsbury’s announced on 13 February 2026 that its premium own label range, Taste the Difference, has surpassed £2 billion in sales in the United Kingdom. The milestone comes as the retailer reintroduces its £18 Valentine’s dine-in deal, reflecting continued demand for premium supermarket food at home.

The result highlights the growing importance of premium private label in UK grocery strategy.

What is Taste The Difference?

Taste the Difference is Sainsbury’s premium own label food range, launched in October 2000. It offers higher-quality ingredients and restaurant-style recipes across fresh, chilled and seasonal categories. The range sits above standard own label tiers and is positioned as accessible premium.

At a glance

  • Taste the Difference has exceeded £2bn in sales

  • Fresh food sales in the range grew 15% last quarter

  • Valentine’s dine-in deal priced at £18 for two

  • 40 products included in the seasonal promotion

  • Over 50% of UK grocery spend is own label (Kantar)

  • Premium own label launches rose from 15% to 27% since 2015 (Mintel)

  • 60% of customers buy both Aldi Price Match and Taste the Difference in the same basket

Why Is This Milestone Significant?

Crossing the £2 billion threshold signals that premium own label has become a structural revenue driver, not a niche tier. The 15% quarterly growth in fresh food suggests customers are trading up within supermarkets rather than shifting spend outside grocery.

How Does The Valentine’s Dine-In Deal Support Growth?

The £18 bundle includes a starter, main, side, dessert and drink drawn from 40 products in the range. Seasonal dine-in promotions are designed to increase basket value and replicate restaurant experiences at home, particularly during high-occasion trading periods such as Valentine’s Day.

What Does The Wider Market Show?

Kantar reports that more than half of grocery spending in the UK is now own label. Mintel data shows premium own label food and drink launches have nearly doubled over the past decade. These trends indicate sustained consumer acceptance of retailer-owned premium tiers.

How Are Customers Shopping?

Sainsbury’s reports that more than 60% of customers purchase both Aldi Price Match products and Taste the Difference in the same basket. This suggests a hybrid model where shoppers combine value staples with selected premium items rather than choosing a single price tier.

What Happens Next?

Premium own label is expected to remain central to UK supermarket strategy in 2026. As consumers balance quality and value, seasonal dine-in mechanics and premium ranges are likely to continue driving incremental spend within grocery rather than in restaurants.

Editor’s Note: Figures are based on data released by Sainsbury’s on 13 February 2026, including performance of Taste the Difference and referenced Kantar and Mintel data.