It has applied to register the trademark 'SuperValu from Londis' under 16 categories, including several that cover food and household goods.
Musgrave has struggled to hold onto Londis and Budgens retailers. In May, the Grocery Retail Structure revealed the number of stores affiliated to Londis had fallen 0.7% while the number of Budgens stores dropped 2.4%, against an overall 2.9% increase in symbol group convenience stores.
Musgrave Group chief executive Chris Martin told The Grocer last year that he planned to make changes to Budgens' bakery, fruit & veg and deli offers. SuperValu and Centra are known in Ireland for their focus on fresh food and close relationship with local suppliers.
This week, nine Budgens stores began a 'catch of the day' initiative by guaranteeing fresh fish into stores less than 36 hours after being caught. The first plaice and Torbay sole were caught on Thursday morning and were due to go on sale yesterday. "The 36-hour promise beats the supermarkets and demonstrates Budgens' commitment to 'real food for today's communities'," said a spokeswoman.