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.”