Is Booker preparing to launch a secondary symbol fascia?

The wholesaler has filed the name ‘Arvo’ and the strapline ‘Bargains everyday’ with the Intellectual Property Office.

It has filed both of the terms under class 35, which includes fascias and “the bringing together, for the benefit of others, of a variety of goods and services, enabling customers conveniently to select and purchase those goods and services in or from a supermarket or c-store”.

A logo has also been filed. It features a blue and yellow strip with Arvo in blue lettering with a yellow background. The strap ‘Bargains everyday’ is in white lettering.

Booker’s existing Premier fascia is the biggest symbol fascia in the UK with 2,735 stores. Last month it launched a dedicated format of the fascia for the forecourt sector.

However, unlike other symbol groups, it has no secondary fascia. Rivals including Nisa and Costcutter have launched secondary fascias in the past year for independents wishing to do business with them but located too close to an existing Nisa or Costcutter.

Costcutter has launched MyCostcutter and Kwiksave this year, while Nisa launched Loco in February.

Although the new trademark is in blue and yellow - the same colours used by wholesaler Makro, which Booker is in the process of acquiring - a spokeswoman insisted it was “nothing to do with Makro”.

“We will keep you posted when we have an update,” she added.