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Musgrave's Supervalu Launches Daily Basics Range

Published on Jan 24 2012 7:44 PM in Private Label

Musgrave's Supervalu Launches Daily Basics Range

Irish supermarket chain SuperValu, owned by the Musgrave Group, has introduced a new household product range called Daily Basics. The new private label range includes items such as loaf of white bread for 65 cents, pasta sauce for 75 cents and two litres of bottled water for 50 cents. Daily Basics claims to be 60 per cent cheaper than the big brands.

It is believed that the move is an attempt to lure savvy shoppers away from the German discount supermarket chains while the company said the new own-label range was a direct response to a change in buyers’ behaviour. Consumer research suggested shoppers were prepared to compromise on some products to a degree they would not have done two years ago, said company spokeswoman Sue Lamon Diver. She added that the retailer wanted to ensure shoppers did not have to leave SuperValu shops to find the lowest value on items they showed a willingness to compromise on.

"It is making sure we have a very different low value offers across the store." (24 Jan)

© 2012 ESM: European Supermarket Magazine

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