Ireland Supervalu Launches Daily Basics Private Brand

Irish grocery retailer SuperValu, owned by the Musgrave Group, has added a new value/basic brand to its Private brand portfolio called Daily Basics. Supervalu is Ireland’s largest grocery and food distributor with 193 independently owned stores throughout the country. The brand falls clearly into the family of generic names and white based design that has proliferated over the last few years. The new brand includes items such as loaf bread for 65¢, pasta sauce for 75 and 2-liter bottled water for 50¢. Daily According to the retailer Daily Basics will be as much as 60% cheaper than national brands.

The move is an effort to lure value conscious shoppers away from the Aldi and German discount supermarket chains while the company said the new Private Brand was a direct response to a change in buyers’ behavior. 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.”

Source: European Supermarket Magazine

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.