Supervalu joins in the supermarket war

THE RACE IS ON: Following Tesco’s Change for Good announcement in May, Ireland’s biggest multiples, discounters and symbol groups have launched rival price campaigns

Supervalu is the latest retailer to announce a high profile campaign as the grocery price war continues to wear on

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Late last month Supervalu announced it was joining the supermarket war with a raft of price cuts, amounting to total spend of €200 million this year. Launching the ‘All we’ve cut is our prices’ campaign, managing director Donal Horgan said: "Supervalu is a business that listens to what the Irish consumer wants and given the choice, we know people want to buy Irish. This campaign allows them to do this, while spending a lot less."

According to the group the price-cutting scheme will enable shoppers to save over €30 on an "average trolley of goods," the cost dropping from €129.96 to €98.56, or a decrease of 23%.

Horgan said Musgrave’s €4.9 billion buying power will allow Supervalu to deliver extra value to consumers without reneging on its "commitment to Irish suppliers and Irish jobs." The new price cuts announced on 25 June, valued at €86 million, brings Supervalu’s total price reduction investment to €200 million. The deals include half price striploin steak or chicken with free vegetables, €7 family dinners, and big brands for €1 and €2.

Earlier last month Dunnes Stores joined Tesco, Superquinn, Lidl and Aldi in the supermarket price battle, launching a new campaign of reductions across its 135 stores. Dunnes said it was cutting prices by an average 20 to 30% across a range of departments, including meat, fish, dairy, bread, fruit and vegetables, household products and toiletries.

Dunnes’ campaign, ‘War on prices…Nationwide,’ insists that the reatiler is still supporting Irish companies. However, reports that it is once again planning to open a new massive central distribution facility in Donnabate have sparked fears that it will look to emmulate Tesco’s model which forces out Irish suppliers, in a bid to compete.

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