SuperValu launches €90 million value campaign for hard pressed shoppers

Average grocery bill reduced by €30 through price cuts and promotional offers

SuperValu has today announced that it will invest €90 million in delivering price savings to Irish shoppers, reducing the price of the average weekly SuperValu shopping basket from €132 to €102, a saving of €30. The investment will consist of a significant range of price cuts right across the store on the items shoppers buy everyday, increased promotions and a half price back to school offer.

The price cuts are being delivered on the SuperValu lines that shoppers buy everyday such as cereals, pasta and teabags and delivered deep price cuts. This alone is a €20 million investment.

Additionally, SuperValu has invested €5 million of savings on ½ price back to school offers, on products for school lunches such as bread, cheese, ham, appples, oranges and various drinks.

SuperValu has also increased its investment in its deep cut special offers such as half price promotions on legs of lamb or roast beef, which allows shoppers to purchase top quality Irish meat even in these difficult times. Over the past year SuperValu has seen a 15% increase in demand for its promotional offers.  

The ‘Spend Less’ campaign was developed in response to extensive consumer research conducted by SuperValu to get their feedback on what products they need to save money on, while still being able to put quality, home made, family meals on the table. The research showed that shoppers are looking to save money in a variety of ways.

Commenting on the ‘Spend Less’ campaign, Ray Kelly, Marketing Director, Supervalu, said “SuperValu puts the customer at the heart of the business and we know that the grocery bill is the one household expenditure that they can actually control. Their weekly household income has reduced on average by €60 per week and our ‘Spend Less’ campaign is designed to help them save money on their weekly shop and put money back in their pockets. We know that our strategy will work, as it has been developed by listening closely to our shoppers.

We are giving consumers what they want and that’s price cuts on the items they buy every week. Shoppers are also demanding more deep cut promotions in order to be able to continue to purchase the quality Irish meat cuts, which they may otherwise not be able to afford. For example, we see huge demand for offers like half price Irish Spring Lamb as shoppers seek out the good value treats to put that extra special meal on the table.

As always, this investment is being delivered without compromising our support for Irish suppliers, brands and jobs. No one can match SuperValu’s credentials when it comes to supporting Irish as we purchase €1.6 billion worth of goods from over 600 suppliers and we will be continuing with this policy going forward.

As Ireland’s leading independent supermarket group, employing in excess of 15,000 people across its 193 stores, SuperValu takes great pride in its Irish heritage. This latest round of savings from SuperValu is being delivered without compromising on the company’s commitment to Irish suppliers, Irish food and most importantly Irish jobs. 75% of everything in SuperValu is either produced or sourced in Ireland and it is the only supermarket to stock 100% Irish meat including beef, pork, chicken, lamb, ham and bacon.

For further information on SuperValu and it value offering log onto

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