The Musgrave Group has announced the launch of a group wide Own Brand strategy across Ireland, Northern Ireland and Great Britain, which aims to deliver one billion euro in Own Brand sales by 2014.  The initiative follows the launch of SuperValu’s Own Brand range in the Republic of Ireland which saw 1,500 product lines introduced across the SuperValu store network. 

The SuperValu Own Brand range will also be available in over 2,000 stores across Budgens and Londis in Great Britain and in SuperValu stores in Northern Ireland.  As a result of the export opportunity from the Own Brand range expansion to Musgrave’s network in the UK, 161 jobs will potentially be created by 33 Irish food suppliers to fulfil the level of demand.

Commenting on the announcement, Chris Martin, Group Chief Executive Officer, Musgrave Group, said, “There has been a significant shift by consumers to Own Brand products in recent years in Ireland and the UK.  Our aim is to capitalise on this by offering products that are up to 20% cheaper than their branded equivalent.  We have set aggressive targets and aim to bring Own Brand sales from €700 million today to €1 billion across the business by the end of 2014.”

“This also represents a fantastic export opportunity for our Irish suppliers as they will deliver a significant amount of our new range in Great Britain.  For example, Bandon Vale who supply us with SuperValu Cheddar and the Brady Family who provide us with our Own Brand repacked cooked meats will benefit from €2.5 million and €1 million in new business respectively.”

“The launch will mark the first time that the SuperValu brand is available in Great Britain.  The brand will be positioned around the statement – SuperValu:  Super Value, Super Quality.”