The Musgrave retail group is launching an own-brand strategy across the Irish Republic, Great Britain and Northern Ireland.
Musgrave aims to achieve €1 billion in own-brand sales by 2014.
This latest move follows the launch of SuperValu’s own brand range in the republic 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. As a result of the export opportunity from the own-brand range expansion to Musgrave’s network in the UK, 161 jobs will potentially be created by 33 Irish food suppliers to fulfil the level of demand.
Chris Martin, group CEO 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 per cent cheaper than their branded equivalent. We have set aggressive targets and aim to bring own brand sales from €700 million today to €1 billion 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.”
