SuperValu announces €200 million in price cuts and offers during 2009 as “All We’ve Cut is Our Prices” campaign launches

25/06/2009

SuperValu announces €200 million in price cuts and offers during 2009 without compromising support for Irish suppliers. Average trolley of goods to drop by more than €30 as 'All We’ve Cut is Our Prices' campaign launches

Earlier today, SuperValu launched its 'All We’ve Cut is Our Prices' value campaign, a major initiative to introduce even more significant, long-term price reductions for its shoppers on everyday products and brands. From today, at SuperValu’s 194 independently owned stores across the country, the cost of an average weekly trolley of goods (see attached) is reduced by €30, from €129.96 to €98.56, a drop of 23 per cent. This is being delivered without sacrificing SuperValu’s commitment to Irish suppliers and Irish jobs and will see the value of SuperValu’s price reductions and offers top €200 million in 2009 with over 2,000 permanent price cuts in-store so far this year.

Said Donal Horgan, Managing Director, SuperValu; "SuperValu is a business that listens to what the Irish consumer wants and given the choice, we know people want to buy Irish. This campaign allows them to do this, while spending a lot less. All we’ve cut is our prices, we have not cut our commitment to Irish suppliers and Irish jobs. As part of Musgrave, SuperValu has buying power in excess of €4.9 billion and is at the forefront of delivering value to Irish consumers."

"In addition to the price reductions announced today, shoppers can reduce their weekly spend even more by availing of SuperValu’s weekly in-store promotional and special offers programme. Today’s investment amounts to €86m in additional price cuts for consumers and brings to €200m, SuperValu’s overall price investment programme for 2009. This includes deals such as half price striploin steak or chicken with free vegetables, €7 family dinners and big brands for €1 and €2. Additionally, purchasing from SuperValu’s own brand ranges provides consumers with further savings of up to 40 per cent on the equivalent branded product."

Added Horgan; "Currently 75 per cent of everything on SuperValu’s shelves is sourced or produced in Ireland and this is set to continue. These purchases are worth in excess of €2.85 billion every year to the Irish economy and indirectly support 14,000 Irish jobs. For example all SuperValu branded beef, lamb, chicken, pork and bacon is 100 per cent Irish, while 65 per cent of all our fruit and veg is also Irish adding up to €1.2 billion worth of fresh produce every year."

SuperValu’s price reductions apply across a variety of ranges in all 194 stores.

The following are just a few examples:

	Was	Now
SV Own Brand Milk 2ltr	1.65	1.49
Nice Price Bread 800g	0.60	0.55
Mc Cain Home Fries Crinkle Cut 1.5kgs	4.69	2.59
Birds Eye Cod Fillet Fingers 10s	3.23	2.74
Coca-Cola 2ltr	1.99	1.79
Colgate Total Plus Whitening 100ml	3.10	2.49
Flora Pro Activ 500g	6.30	4.75
Johnsons Baby Lotion 300ml	3.57	2.19
Johnsons Baby Powder 500g	2.75	1.89
Lynx Shower Gel Africa 250ml	3.69	2.45
Nescafe Gold Blend Coffee 100g	4.21	3.06
Sqeez Orange Juice 1ltr	1.64	1.55
Sure Aerosol Deodorant Crystal 150ml	3.09	2.15
Surf Powder 30 Scoop Sunshine 2.85kgs	9.23	5.56
Kit Kat Chunky 5pk	2.10	1.34
Gillette Mach 3 Blades	11.04	8.45
SuperValu Quality Irish Striploin Steak 500g	12.45	9.99

Horgan added, "SuperValu has an exceptionally strong promotional and value offering across our retail partners stores and this has been widely supported by shoppers, with our share of the grocery sector peforming ahead of the market. Our share has been increasing, while continuing our support of Irish food, which we believe is amongst the best quality found anywhere in the world. We are proud to work with Irish suppliers to deliver Irish products to consumers at the best possible price."