Budgens and Londis are leveraging the scale of the Musgrave Group to introduce the SuperValu own brand range.
The SuperValu range is already available in the Republic of Ireland and this will mark the first time that the brand is also available in GB and Northern Ireland.
This represents a pound;1.5m investment in GB for the development and launch of the range, which comprises over 1,000 new lines for Budgens stores and around 500 for Londis, replacing the smaller Budgens and Londis own brand ranges. This represents the biggest ever own-brand launch in Budgens or Londis’ history.
Donal Horgan, managing director Musgrave Retail Partners GB, commented: “With customers facing many demands on their budgets the SuperValu range enables retailers to provide their customers with better quality products at a lower price. We can now offer our retailers a breadth of range, where quality is key and all with a clear value message.”
The own brand launches in store in April for Budgens and May for Londis.
Musgrave says the mid-tier SuperValu range has an average RSP that is 20% cheaper than leading brands, and will be supported with an entry level own-brand range, Daily Basics, which is priced with an RSP of 40% less than leading brands.