Creative Review's blog has done a feature on the Sainsburys In House Design Team.
There were some really cool designs that I noticed in the feature, mostly taken from the period of the 60's, 70's.
Peter Dixon was the Head of Design, and the aesthetics of the packaging were heavily influenced by the modernist design era, made evident by the geometric shapes, the gothic, sans serif typefaces, and the simple layouts.
I think what makes them interesting is their use of illustration and pattern, and the typefaces, which in some ways, look incredibly current, but in other ways have a definite feel of nostalgia and a retro look. The look incredibly distinctive, probably more so than any packaging available in Supermarkets now.