The Musgrave Group has launched a group-wide strategy across Ireland, Northern Ireland and Great Britain, which aims to deliver one billion euro in own-brand sales by 2014.
The initiative follows the launch of SuperValu’s own-brand range in the Republic of Ireland which saw 1,500 product lines introduced across the SuperValu store network.
The SuperValu range will also be available in more than 2,000 stores across Budgens and Londis in Great Britain and in SuperValu stores in Northern Ireland.
Chris Martin, group chief executive officer of the Musgrave Group, said: “There has been a significant shift by consumers to own-brand products in recent years in Ireland and the UK. Our aim is to capitalise on this by offering products that are up to 20% cheaper than their branded equivalent. We have set aggressive targets and aim to bring own-brand sales from €700m today to €1bn across the business by the end of 2014.”
The launch will mark the first time that the SuperValu brand is available in Great Britain and Northern Ireland. The brand will be positioned around the statement ‘SuperValu: Super Value, Super Quality’.