Sainsbury’s has announced it is launching a brand campaign with the slogan ‘good food for all of us’ in November.

The supermarket said that through the new promise, it wants to provide good food for all customers, whatever their budget, tastes or dietary requirements, and however busy their daily lives are.

It added that the idea for the new campaign followed research which found 85 per cent of adults said they had thought about or discussed with someone else what to have for their next evening meal; making it one of life’s “enduring and essential questions.”

“Everyone at Sainsbury’s is passionate about the food we sell, and this includes not only our 152,000 colleagues up and down the country, but our suppliers, farmers and fishing partners too,” said Radha Davies, director of brands, planning and creative at Sainsbury's. “Yet we recognise that it can sometimes be difficult for customers to have the time, money or inspiration to access the joy that good food can bring.”

Davies added that the retailer’s ambition is to go further by “actively helping to put good food - in all of its senses, from quality and taste, to value and accessibility - at the heart of customers’ lives.”

Sainsbury’s recently launched a new beef range it describes as the “largest low carbon beef range ever produced” in the UK.

The lower carbon footprint has been achieved by bringing together Sainsbury dairy and beef supply chains, reducing carbon through a combination of superior cattle breeding and animal management, it said.

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