Sainsbury’s Taste the Difference Panettone was strategically repositioned to close a clear premium performance gap in a high‑growth Christmas category. By leveraging the commercial power of authentic Italian craft, an established marker of quality and desirability in the UK market, the design elevated panettone from seasonal bakery item to gift‑led proposition. A refined, understated aesthetic signalled provenance, confidence and value on shelf, driving standout, strengthening premium perception and delivering exceptional volume growth.