8. Downshifting Example Premium Brand e.g. Sainsbury’s Taste the Difference Pennoni Pasta Manufacturer’s Brand e.g. Napolina Penne Pasta Supermarket’s Own-Brand e.g. Sainsbury’s Penne Pasta No-Frills Brand e.g. Sainsbury’s Basics Pasta Shapes £1.57 £1.17 Based on 500g, prices correct September 2011 £0.89 £0.41