New own label designs have been launched by MBL for both its Londis and Budgens brands.
The initiative involves more than 600 lines across 60 different categories including frozen, chilled, bakery, alcohol, dairy, pet food and non food and it is planned that most of the roll-out will be completed by the end of September.
Martin Dawe Brand Design, which has worked with Budgens on own label design for over 10 years, was appointed to carry out the project, and has designed each category to have a unique feel while retaining individual Budgens and Londis house styles.
MBL is in the process of reducing salt in line with targets agreed with the FSA, and the redesign project has created the opportunity to take these changes into account and to enhance nutritional labelling across all product ranges.
Lucy Milleret, MBL product marketing manager, commented: “Previously, our own label design was a bit ‘me too’, but with this work we’ve created our own distinctive look. Early signs indicate that own label sales are rising and we’ve had a very positive response from our independent retailers.”
The decision to update the own label lines was taken after MBL opted to leave the Nisa buying group, which had previously sourced own label for both Londis and Budgens.