Irish Musgrave Aims to Redefine Private Brand in C-stores

Irish food wholesaler and retail group Musgrave has appointed Your Packaging Partner, the packaging development arm of Sun Branding Solutions, to rebrand its Centra brand. Musgrave also owns: Supervalu (Ireland), Budgens, Londis, SuperQuinn, Daybreak and Mace. Centra is Musgrave’s convenience store brand and Bradford, Ireland based Your Packaging Partner has already begun work on a packaging project that aims to redefine the convenience Private Brand market.

In a statement from the agency:

Your Packaging Partner, the Packaging Development business brand of Sun Branding Solutions has commenced a packaging innovation project with Musgrave to rebrand the Centra product offering, their convenience store brand.

The project aims to create an innovative own brand range for Centra that will help shape and lead the convenience own brand market by being different and better. Your Packaging Partner will explore packaging options to meet this exciting new brief and strive to make a positive change to deliver Musgrave’s own brand and sustainability strategies.  It will deliver packaging that meets consumer needs now and in the future, whilst at the same time delivering innovation and packaging optimisation.

Gillian Garside-Wight, Packaging Development Director at Your Packaging Partner commented, “We are pleased to provide support to Musgrave to help them review the packaging of their products to enable them to shape and lead the convenience own brand market.  The breadth and depth of experience from Your Packaging Partner will enable us to come up with a variety of solutions for Musgrave that will drive innovation to build brand equity and grow sales and loyalty amongst its consumers”.

Evelyn Moynihan, Head of Own Brand from Musgrave, added “This is an exciting opportunity for the Centra brand, and we welcome Your Packaging Partner to help us meet our objectives for the Centra own brand convenience range.”



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Christopher Durham

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.