Saga, the UK’s best known provider of services for the over 50s, was put up for sale today with a price tag thought to be in excess of £1 billion. Saga is now a dominant force in its target market with services ranging from insurance and holidays to home shopping. It also has a leading magazine and operates a number of radio stations. UBS Investment Bank has been appointed by the De Haan family to advise on the best way to realise value from the business. Options could include a stock market flotation, while private equity companies are likely to be interested.