Spar UK has unveiled huge ambitions for its own-label range, with plans to increase sales participation by 10%. As one of the four transformational strategies within the symbol group’s Growing Together strategy, Spar is making massive investments in own label, which it believes delivers a wealth of benefits to convenience retailers including improved profit, customer loyalty and spend.

Spar is therefore improving the distribution of the existing brand range and getting every store in the country to stock the 100 Spar brand best sellers. It is also extending its range of evening meal options, ensuring there is something different for every night of the week. Products are constantly updated to make sure they are modern and relevant; with new products being introduced to maintain customer interest.

Own brand is a powerful way of ensuring customers are more loyal to Spar stores, according to Susan Darbyshire, Spar UK brand director. “The convenience customer has moved on, and the future is all about offering a wider range of better quality, more interesting products,” she said.

“Our research tells us that own-brand buyers spend 50% more on average and visit us more often than other shoppers, as own brand offers customers quality and value, giving them more reasons to shop locally.

“To make this happen we have done a great deal of work trying to understand what our customers want. Our consumer needs are changing, food trends are changing and people want good quality products at great prices more than ever before,” she said.

“To meet these new demands, our objectives are clear – to offer a visible range of relevant products, to use own brand as a major sales driver for our retailers, to increase customer loyalty and spend – and ultimately grow sales at higher margins.”

Shoppers want to know they can trust the products they are buying and be comfortable serving it in their homes, said Darbyshire.

“Spar is creating a fantastic, profitable own-brand range for retailers that is relevant to customer needs locally, and offers excellent quality and prices,” she said. “This range is truly setting SparR and its retailers up for the future.

“This is an extraordinary opportunity to develop, merchandise and promote a sector-leading own-brand range, and we know Spar retailers will grasp the opportunity.”

Spar is launching what it claims is its biggest and best-ever summer range this year, offering "huge customer choice and quality, with a strong focus on fresh foods". New lines include bite-size pork pies, Spanish chorizo ring, BBQ rack of ribs and sweet  chilli noodle salads.

This autumn, it will build on its Italian and Winter Warmer ranges with the launch of Indian and Oriental lines including new ready meal lines and new stir fry sauces.