Rachel Barnes

Somerfield is to ditch its Makes Sense! value range in favour of a new-look sub-brand called Simply Value.

The 200-strong range of food and non food products will replace the 90-line Makes Sense! range from September. It has been developed in response to growing demand for a comprehensive value range, following an extensive review of the existing sub-brand.

The relaunch comes as the supermarket attempts to refocus its positioning as more price-competitive, in line with rivals. In the past six months, its prices have fallen by 1.76%, according to The Grocer 100.

Head of brand marketing Andrea McCarry said the range would be giving customers exactly what they wanted. "By doubling our range of lowest-price everyday lines we are reinforcing the value message and giving them a clear choice."

It will comprise food and drink lines, including fresh fruit and vegetables, as well as its lowest-priced non food grocery products, such as toilet roll, bleach and washing-up liquid. Many lines will be price-marked.

The Simply Value name and design received unanimous approval from customers in focus groups, added McCarry.

"The design is simple, bold and confident. It communicates value, honesty and sensible choice for the savvy customer."

The packaging for the range will feature Guideline Daily Amount labelling, which The Grocer revealed last week was the preferred choice for the supermarket instead of traffic light labels (The Grocer, 1 June, p6).

Consumers wanted reassurance that it would still be a quality product with prominent information about calories, sugar, salt and fat content upfront.

Meanwhile, Somerfield is to introduce mystery shopping across the country as part of its 'Customer Focus' programme. All stores will be shopped bi-annually by consultancy Nunwood, with smaller stores being visited more regularly.

See The Grocer 33, page 20