Sainsbury on the attack

J SAINSBURY is planning to launch a new branded cola to challenge Coca- Cola and Pepsi. It may also repackage its ragbag of own-label petfoods under a strong single sub-brand in a threat to Mars-owned Pedigree Petfoods and Dalgety.

Sainsbury is targeting product categories that until now have been the preserve of proprietary manufacturers. Such superbrands have been least damaged by the rise of own labels. Sainsbury has been encouraged by the success of Novon, its detergent sub- brand, which in 18 months has poached market share from Unilever and Procter & Gamble.

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