Budgens, the independent retail brand currently owned by Musgrave GB but which will – subject to regulatory approval – eventually be owned by Booker, is launching the third wave of its new Budgens own label this week.
The new bagged salad lines are the latest category to have been given the Budgens own label rebranding as the retailer continues to move away from the old SuperValu brand.
Ten new salad bags and four new salad bowls including a garden salad, Piccolini tomato salad, crunchy sharing bowl and a Caesar salad bowl have benefitted from the new Budgens branding. Other developments include a new twin-pack salad bag offering two 35g servings to aid freshness and offer ease of use for single portions, a new Watercress salad, and a general reduction in the size of the standard salad bags to improve wastage.
Mike Baker, Budgens director said: “Our retailers have been asking for Budgens own-label produce for some time. The SuperValu brand, though successful in Ireland, never resonated with the UK consumer so, as we progressed our new brand proposition, the timing seemed right to develop our own-label. We’re delighted with our new branding and feedback both from retailers and customers has been incredibly positive so far.”
The new Budgens own label branding has been in development since December 2014, with the intention of creating a “new, simple and vibrant identity” for Budgens’ fresh produce in-line with its new brand proposition.
The new heritage print acts as an anchor for all Budgens produce lines and with distinctive colour cues to highlight the product categories – orange for vegetables, pink for fruit, green for salad, with added secondary descriptors in faded versions of the lead colour, or in secondary colours for more complex categories such as salads.
The first wave of the new Budgens own label produce arrived in stores at the end of March 2015 and contained around 170 products across, fruit, vegetables and herbs. Prepared vegetables then followed in May and the fresh range is now completed by bagged salads.