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SuperValu unveils €260 million in price investments for hard-pressed shoppers

Earlier today, SuperValu announced it is making a €260 million investment in delivering even more price savings to consumers in 2011, with the launch of the second phase of its ‘New Ways to Save Every Day’ campaign. The campaign is aimed at making it easy for savvy shoppers to save on average €35 per week, to help hard pressed families claw back some of the €60, they have lost each week due to the recent austerity measures and increased household costs.

The savings will be delivered by SuperValu via a combination of increased promotions, meal deals and across its own brand range; allowing consumers to maximise savings right across the store, on items that the average shopper actually buys each week, such as meal components and everyday essentials. The ultimate aim is to put seven easy and nutritional meals on the table, at an affordable price.

Martin Kelleher, Managing Director, SuperValu said: “We know people are struggling to make ends meet, so at SuperValu we want to make it easy for them to save on their families weekly shopping bill. Our plan is simple; every week we will offer a range of quality meals, delivering savings of approximately €30. The second element of our campaign is to get customers to switch from a small number of branded products to own brand. This automatically delivers savings of approximately 30 per cent as in the example below, where switching five products means you keep another €5.00 in your wallet. Additionally, we are so confident in the quality of this product that if you are not satisfied, we will give it to you for free.

This is a simple solution, but one we know works, as our promotional offer take-up has grown by 25 per cent over the past year, while our own brand sales are up 8.6 per cent since the beginning of 2011. The by-word for shopping in this recession is planning, and if consumers plan their weekly menu by using these key offers, they will make significant savings.  Families want to know that they have a certain number of meals in their basket. By shaping the offer the way we have, we believe we are giving consumers exactly what they want, which is the opportunity to achieve credible and significant savings on a weekly basis, whilst being able to shop to fit their individual requirements and budget. We want to work with the savvy shopper to help them save even more and perhaps add a little bit of inspiration along the way.”

In 2011 SuperValu’s price reductions and offers are set to top €260 million, these will be delivered without sacrificing SuperValu’s commitment to Irish suppliers and Irish jobs. As Ireland’s leading independent supermarket group, employing in excess of 15,000 people across its 192 stores, SuperValu takes great pride in its Irish heritage. This pride is reflected in everything the brand does, from sourcing the freshest Irish food to finding new ways to work with and support independent Irish producers.

The brand is passionate about its commitment to Irish – 75 per cent of everything on SuperValu’s shelves is sourced or produced in Ireland, with purchases in excess of €1.6 billion every year contributing to the Irish economy and indirectly supporting 14,000 jobs in the Irish food sector. For example all of SuperValu’s branded beef, lamb, chicken, pork and bacon is 100 per cent Irish, 65 per cent of our fruit and vegetables is Irish, while 75 per cent of our dairy product is also Irish, adding up to €1 billion worth of fresh produce alone every year.  

Added Kelleher; “SuperValu is a business that prides itself on listening to what the Irish consumer wants and given our market share performance, which has grown from 19.9 to 20.2 per cent in the first twelve weeks of the year, we know we are getting it right. Consumers are voting with their feet and that tells us that our mix of everyday low prices and market leading promotions is exactly what they want.

As always, this investment is being delivered without compromising our support for Irish suppliers, brands and jobs, as has been our commitment all along. No one can match SuperValu’s credentials when it comes to supporting Irish and we will be continuing with this policy going forward.

Shop smart and save more with Supervalu’s ‘New Ways to Save Everyday’ programme.  Visit your local SuperValu or log onto www.supervalu.ie to plan your next weekly shop and save €35.

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