Sainsbury’s has relaunched its entire Taste the Difference (TTD) range with a whole host of new bakery products in the offing.

The new premium range, in all stores from 22 September, will feature 1,000 products – 300 of which are brand new – as well as redesigned packaging.

Sue Ogden, Sainsbury’s category product manager – bakery, told British Baker that the entire TTD bakery range is changing in terms of its look and feel, “as well as step-changing product quality”. “In total, there will be 94 all-year-round and 23 new or improved seasonal TTD products in bakery alone, which is the biggest launch we have ever done,” she said.

The relaunch was prompted by feedback from consumers, which revealed they wanted the TTD products to be “bolder and more innovative”. “Our customers’ tastes are constantly evolving and we feel that the relaunch mirrors these changes,” Ogden added.

Some of the new hero products on offer include croissants, which will now be made with Charentes butter; a Gruyère and red onion focaccia, and Aegean tomato and mature cheddar focaccia, both of which are made with a ‘biga’ (a type of pre-ferment used in Italian baking) to help develop the flavour and give a soft open, texture; and a Belgian white chocolate and raspberry cake. A campagne grain baguette, and a wholegrain, oat and barley loaf will be new to the in-store bakery range.

Ogden said Sainsbury’s has worked closely with its existing supply base, and has gone back to basics to really understand the recipes, to maximise the flavour and quality of its products in order to set it apart from other premium ranges. “The price structure has remained broadly the same, although where products have been completely changed, then prices have been changed to reflect this,” explained Ogden. “The overall message is that they are great products at great prices.”

The retailer would not put a figure on the “significant investment”, but said it was confident it could recoup its investment through increased sales.

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