Musgrave Retail Partners GB is planning a raft of NPD this year, including four new ranges, as part of an overhaul of its Budgens and Londis own-label lines.

The company will launch an Indian, an Italian and two Classic ranges across both franchises in September, followed by new or reformulated and repackaged products later in the year. A total of 650 products would be involved: 85% would be repackaged or reformulated and 15% would be new, said Musgrave GB marketing director Jemima Bird.

The products would be relaunched with fresh and contemporary imagery and a small accompanying 'story', she added. The mushroom ravioli, for example, of Musgrave's Italian range, would feature the strapline 'made to be stuffed with delicious ingredients', while the puttanesca sauce part of the Budgens Best range explains that 'puttanesca means harlot'.

"Our own label had become dated, but now it feels like we have totally new products in stores," she said. "By the end of the year, we will have more than a 30% mix of own label and we are aiming to increase this to 40% in three to four years."

Although Budgens' premium range Our Kitchen had held up well during the downturn, it would be relaunched as Budgens Best following customer feedback, she said. 

Meanwhile, the Londis logo has been temporarily altered as part of the c-store chain's 50th anniversary celebrations. A golden '5' has been looped into the 'o' of Londis to create a 50. Golden deals and 50% off promotions would be in store until the anniversary on 15 October, Bird said.