Spar has undertaken its biggest ever own brand relaunch, in order to create a point of difference from its competitors for both retailers and consumers.
For the relaunch of its entire 900-line range, Spar has looked at impact on shelf, range, quality and price, and has produced a customer-focused own-brand proposition to better meet the changing needs of its customers.
Spar has introduced more than 50 new own-brand lines since January, including a new range of Spar-brand frozen ready meals and the new range of Spar Extra Value products, consisting of key everyday essential lines.
The relaunch is being backed by a £5 million advertising support package consisting of TV, radio, national press and digital media.
Susan Darbyshire, Spar UK brand director, said: “We have significantly improved the Spar brand product quality to meet the needs of our customers today. We have enhanced our own brand ranges to reflect our customer requirements, which we have tested carefully through research.
“The opportunity for Spar brand is also a big one for Spar retailers, providing them with more sales at a higher margin. These changes are significant coming as they do at a time of slowing consumer spending.
“We know our customers want more from their local store and we have identified two key eating occasions where we can increase basket spend and drive sales for our retailers.”
Spar's Summer Eating range has been in store since May 21 and the retailer’s new Lunchtime Eating products launch today.
“Our focus is on developing those areas that our consumer research has shown customers care most about - fresh, convenient and quality meal solutions. Our hard work and customer-focused approach has paid off; the packaging and taste of the products is fantastic, the range meets the needs of our customers and our retailers have a Spar brand range they can be proud of,” said Darbyshire.
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