The roll out of Sainsbury’s new brand identity is gathering speed in its c-store subsidiary chains.

Launched at the end of April, the new look replaced the company’s ‘living orange’ external signage with a wider choice of colours, including a softer shade of orange and purple. The new colour scheme was introduced this month at two Sainsbury’s at Beaumont stores, with a further two to adopt the new branding shortly.

Sainsbury’s at Beaumonts managing director Louise Beaumont said the East Midlands-based company was happy with the branding and was looking forward to launching it in the two other stores.

She also confirmed that the company’s store in Long Eaton, Derbyshire, would eventually become a Sainsbury’s at Jacksons store because it was closer to Jacksons’ trading area.

So far, 15 Jacksons stores have been rebranded Sainsbury’s at Jacksons, including 12 with the new branding. The company is converting around one store a week of its 116-strong estate of c-stores.

Sainsbury’s at Jacksons project leader Mike Hoyle said: “We’re on target to convert 50 stores to Sainsbury’s at Jacksons by the end of March 2006. We will then reassess how well that has gone and look to set up a programme for the remaining stores, as well as the three stores which were originally converted to the first Sainsbury’s at Jacksons concept.”

Twenty-three Bells stores have received the Sainsbury’s at Bells fascia, with the rest of the company’s estate of 56 stores to be converted by the end of next year.