Our brands

We partner entrepreneurial food retailers in Ireland, the UK and Spain. Recently we embarked on a root and branch review of all our retail brands. We’ve talked to and continue to consult with all stakeholders – we’ve engaged with people within our own business, our retailers, our suppliers and consumers. 

This work has enabled us to embark on a path of co-creation with our retail partners to deliver a different and better offer to shoppers.

This is a brief summary of our retail brands - for more information and press releases, follow the links at the bottom of the page to the individual websites.

SuperValu – Real food, real people

SuperValu’s ‘Real Food, Real People’ brand promise is brought to life through the combination of our excellent range, value for money offering, people expertise, community-active retailing and the first-rate customer service delivered in our stores. It is also evidenced in our continued emphasis on the superior quality of the fresh food range in SuperValu.

This commitment to fresh produce covers everything from meat, bakery, deli, fish, horticulture and fruit & vegetables. We recently launched a programme focused on the training of produce experts in all stores, to be knowledgeable on such things as varieties and seasonality.

The success of the different and better shopping solution offered by SuperValu is evident in the performance of the brand. During 2007, SuperValu grew by 10 per cent, a figure significantly ahead of the rest of the market, with retail sales of €2.2 billion.

Centra – Bright Ideas for Everyday living

Centra is a bright, energetic brand that consistently delivers real solutions that make a positive difference to the lives of everyday people, no matter where they are located. This is a brand that is recognised worldwide for its leading edge approach to convenience retailing.

Centra is all about exceeding consumer expectations and a passionate drive to stay ahead of the competition through innovation. We sum up Centra as ‘Bright Ideas for Everyday Living’. Our aim is to take the hassle out of the daily lives of consumers through the provision of clever, creative convenience shopping solutions that meet their daily needs.

Our Centra retailer partners invested €67 million in 2007 – €50 million in the opening of 47 new stores, with a further €17 million invested in the revamp and extension of 82 stores. . In the Republic of Ireland, Centra delivered a record retail sales performance in 2007 of €1.4 billion, an increase of 15 per cent on its 2006 performance.

Budgens – Real food for today’s communities

Budgens is gaining ground in the British market through a passion for great food, great service and retailers’ commitment to the communities they serve.
Over the past year we have worked with our retail partners to refresh and reinvigorate the Budgens brand. The launch of the first pilot store at Moreton-in-Marsh marks an exciting new development and we are starting to migrate the pilot-store concept to business-as-usual across the group. We’re delighted that all Budgens stores are now in the hands of independent entrepreneurs working at the heart of local communities with unparalleled knowledge of local needs and regional trends.

Budgens is also renowned for its support of British farmers and producers and all our own-label meat and poultry is British and all own label fruit & vegetables are British, when in season. We are also working with local producers under initiatives such as Taste of Anglia, Taste of Sussex, Taste of the West, and Heart of England Fine Foods. 

In 2007 Budgens’ own and independent stores delivered a combined turnover of €762 million.

Londis – All you need for everyday living

In 2007 we kick-started a development journey for the refreshed Londis brand. The trail was blazed by retailer Steve Bassett at his store in Weymouth and already Londis retailers are queuing up to take on board key elements for their own businesses.

Our emphasis has been on re-establishing the brand by focusing on significant and distinctive improvements in four main areas – store environment, products and services, the performance of retailers and their staff; and how the first three elements are communicated to shoppers.

Daybreak

Daybreak offers independent retailers all the benefits and increased competitiveness associated with being part of a major symbol group, including extensive marketing and promotions support, retail advice and development support, information technology, category management, central warehousing and central billing.

Growth in the brand has been extremely strong. In 2007 we reached an important milestone when we opened our 100th store in May. By year-end store numbers had increased to 127, which is a ringing endorsement of the strength of our offering to both retailers and consumers.

Mace – Switched on to your local needs

In September 2007 we acquired J&J Haslett, a major food wholesaler and cash & carry business in Northern Ireland. Our expertise in developing retail brands, growing and building retailer relationships and using our scale and buying power to maximum benefit for our customers will secure the future growth of Mace and XL Stop & Shop retailers as well as Holmes Cash & Carry customers. Like all our consumer brands, Mace has a reputation for community active retailing.

Dialprix

Our Dialprix stores are a part of our Spanish business based in the Alicante region of south-east Spain.

The network comprises 53 stores, 31 of which are operated by progressive retailers committed to delivering the highest standards of service.

Market Place

Our network of nine large cash & carry locations has seen continued investment throughout 2007 with the expansion of the ‘Market Place’ concept in Ireland.

Market Place from Musgrave has been specifically developed to meet the changing needs of the retail and foodservice professional. Customers can access a complete range of chilled, frozen and dry goods as well as an extensive range of non-food, alcohol and catering equipment all under one roof.

Musgrave Food Services

Our Delivered FoodService business continues to grow, based upon the expansion of our food solutions offer to the foodservice professional. Innovation in the provision of full meal solutions to our customers is at the heart of our business, as well as an expanded range of chilled and frozen products.

A continued and expanded focus on ‘menu solutions’ by occasion, built on deep customer and consumer understanding differentiates our delivered foodservice in the market. This unique combination of national delivery infrastructure, food business knowledge, and customer focused food solutions forms the basis of our ambitious growth plans into the future.

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