Musgrave announces UK/Ireland strategy
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 own brand range will also be available in over 2,000 stores across Budgens and Londis in Great Britain and in SuperValu stores in Northern Ireland.
Commenting on the announcement, Chris Martin, Group Chief Executive Officer, 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."
"This also represents a fantastic export opportunity for our Irish suppliers as they will deliver a significant amount of our new range in Great Britain."
"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."
Source: www.kamcity.com
