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At Musgrave, keeping ahead of local and national food trends, changing customer needs, and new innovations in shopping has always been important. It informs the way we develop and grow our brands to make them different and better.

One of our market leading brands, Daybreak – Ireland’s fastest growing convenience symbol – recently unveiled its new ‘Store of the Future’ brand identity, which goes hand-in-hand with new product offerings, such as healthy grab-and-go ranges.

The new identity focuses on providing healthy convenience options to shoppers and bringing a fresh new look to the stores, in line with the brand’s core principles of ‘fast, easy and local shopping’.
The brand is complimented by the introduction of three new exclusive sub-brands – Munch and Co (deli), 9 Grams (coffee) and Lickety Split (ice-cream), which were devised and created for the modern shopper to meet growing demand for fast but high-quality food offerings.

Innovation is at the heart of growing and building better brands across our business, whether that is Daybreak or Centra or SuperValu. Food retail is a fast-paced environment, it’s changing and evolving every day. Shoppers want new and different offerings, from low-carb to vegan to artisan, as well as value-for-money and a great shopping experience. At the same time, our priority is to ensure that wherever possible we encourage healthier options and fresh, nutritious food as a first point of call.

The look and feel of our retail stores is equally important, catering for busy shoppers who want to put their hand to items they need easily and quickly. Expectations have grown in terms of the way food is displayed and the food information that is provided, such as provenance, ingredients and nutritional value, and so our retail brands have had to respond to this as well. This is why our new Daybreak ‘Store of the Future’ brand identity is so exciting, as it reflects all these customer demands and trends.

In 2018, 40 Daybreak stores are expected to move to the new identity, and 10 of these will be new stores. Daybreak currently has 220 stores nationwide, which are independently owned by local retailers.

Learn more about how we are Building Better Brands.

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