Superquinn to launch new private value line

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The Irish retailer is expanding its private label line to provide an even more competitive offer to consumers



10 October 2009

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Superquinn has announced “a significant expansion” of its own brand range, to which over 800 new lines have been added this year, as part of the company’s long-term strategy for growth.

The latest additions to Superquinn’s private label range bring the total number of own brand lines to over 1,000, as well as over 160 lines under the premium SQ (Superior Quality) label. According to the retailer, over 80% of the new products in the range are produced in Ireland in partnership with over 100 Irish suppliers, including Slievebloom in Co Offaly, Keogh’s in Co Dublin, and Killowen from Co Wexford.

The new range comprises grocery, ambient, and frozen product lines, including jams, Italian sauces, condiments, deli items, tinned fruits, dried herbs and ground spices, frozen fruit and vegetables, butter and baked beans.

Speaking about the range expansion, Superquinn’s head of product development Bruce Langlands said: “Research shows that 46% of shoppers are buying more own brand products now than they were six months ago, so we are responding to the demand for more choice in the products on offer in our stores.”

He added: “As an Irish company, supporting local suppliers has always been important to us and we have enjoyed working with many Irish companies, large and small, to develop our new ranges.”



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