The first lines in a sweeping overhaul of Budgens’ own-label products hit shelves this week.
Some 29 varieties of sandwiches and pastries, all under Musgrave Group’s SuperValu brand, have been introduced, replacing the previous mid-tier own-label range, which was simply called Budgens.
Variants include an all-day breakfast sandwich made with sweetcure bacon and free range egg [£3.29], tuna and sweetcorn sandwich [£2.79] a sausage roll and a steak and onion slice [£1.60].
The products are the first of hundreds of SuperValu-branded lines that will be phased in over the next two months, before a formal consumer launch in April. Londis will also stock some SuperValu lines, with a consumer launch planned in May.
The move by Musgrave Group harmonises the own-label ranges offered across its stores in Britain and Ireland, where SuperValu stores are known for their focus on fresh food and close relationship with Irish suppliers.
In February, Musgrave relaunched the SuperValu own-label range in Irish stores. There, it is being advertised as 33% less than the branded equivalent. Musgrave said it had invested more than €1.5m on quality testing.
Own label is one of three dimensions Musgrave is focusing on as it looks to improve the image of Budgens. A series of trials in fresh meat, fish and bakery are at various stages of rollout and last month it launched the second phase of a price initiative to match Tesco on 1,000 branded products.