New SuperValu own brand range unveiled

SuperValu invests €20 million to bring new range to the shelves

Biggest Product Launch in retailer history

SuperValu, Ireland’s leading independent supermarket network proved it is continuing in its efforts to help Irish shoppers make their cents go further in 2012, as it unveiled its new Own Brand Range earlier today. Quite simply called the SuperValu Range, the new line-up includes over 1,500 products and represents a €20 million investment for the retailer.

The introduction of this new range represents the biggest product launch in SuperValu’s history. All products will continue to deliver on the quality and value you’d expect from SuperValu, yet the new range will be priced on average 33% less than the brand equivalent. By shopping across the SuperValu range, and replacing their usual brand choice, with the Own Brand equivalent, consumers can cut  €45.26 off a shopping basket that would normally cost €110.35.

The SuperValu Range will feature all the essentials required to cover any shopper’s everyday living and cooking needs. SuperValu will continue its strategy of sourcing from Irish suppliers for as much of its own range, as possible. For example, 100% of SuperValu’s meat including beef, lamb, pork, bacon and chicken is born, bred and reared in Ireland.

An example of two Irish food suppliers set to benefit from this Own Brand Range launch are McEvoy Foods, who has recently won the contract to supply SuperValu’s soup and garlic bread and Oliver Carty Limited who supply all SuperValu Range pork, bacon and ham products.  These contracts are worth €1.2m and €38m.

SuperValu is currently seeing a 10% year-on-year sales increase in its Own Brand.  The launch of this new quality-checked range is expected to drive this level of growth even further, as consumers  who want   to spend less on their shopping buy more of this new range.

Commenting on the launch of the SuperValu Range, Martin Kelleher, Managing Director, SuperValu, said, “The launch of our new SuperValu Range is a major milestone for SuperValu. Not only does it represent the biggest launch in our history, but it demonstrates once again how we put the consumer at the heart of our business. We know that shoppers want their budget to stretch further and they are resolutely looking for value and quality across all their grocery shopping.  They still want quality products that they can trust, but without the expense.   We’d welcome any of our shoppers to come in store, check out the new range, take part in our in-store Taste Tests and see the quality and value for themselves.”

The SuperValu range has been designed around the brand’s own DNA, which guarantees quality without compromise.  This is a quality which we can and will guarantee, with in excess of €1.5 million spent on quality testing and improvement; and after all of that if the customer is not happy with the product we will provide a full refund.”  

The new SuperValu Range will be available in store from today. For further information on SuperValu and its unbeatable SuperValu Range quality offers, log onto or check out

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