Food leadership

All our brands aim to deliver value and quality 24/7, so shoppers enjoy the everyday staples they have come to expect in-store, online and on-the-go.

At the same time, Musgrave is committed to innovation and food leadership to stretch our existing brands and create new brands – from expanding vegan and vegetarian ranges, to evolving our quality offer through SuperValu Signature Tastes, Inspired by Centra and Musgrave Excellence.

As a business that feeds 1 in 3 people on the island of Ireland, we have a responsibility to support shoppers who want to improve their diets. We have introduced healthier choices across all our own brand ranges and transformed food-to-go with initiatives like Green Kitchen in Centra and Munch & Co deli in our revamped Daybreak stores. Our Centra brand is redefining convenience by putting health at the heart of the brand and making takeaway food fresh and nutritious.

And at Musgrave we continue to improve our offer with exciting new brands. For example, Frank and Honest became the largest coffee brand in Ireland within two years of being launched. Our Irish dairy ice cream brand, Moo’d, is seeing similar rapid growth, with an increase from 56 Moo’d concessions in Centra and SuperValu stores in 2017 to 134 stores in 2018.

Our acquisition of foodservice business La Rousse broadens the range and reach of our offer to the hotel and restaurant market.

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