The BWG group, which operates the Spar and Mace franchises in the Republic of Ireland, is tapping into the trend towards tertiary lines with the launch of Glenmor, an exclusive fresh meat range.
According to BWG managing director Willie O'Byrne, the label is aimed at "a gap in the market" and will be used for pre-packed beef, lamb, ham and poultry.
"While we have most bases covered in our stores, we realised there was both space and demand for local fresh meat on our shelves," he said.
The initiative is backed by a 1m investment over three years, with a third of the money spent on product development and the rest on marketing the brand through TV, radio and in-store promotions.
The roll-out of the new label is being concentrated on the Spar and Mace convenience outlets as most of the larger Eurospar stores already employ in-house butchers.
"We offered a number of brand names to our focus groups, and Glenmor was the one that scored best," explained O'Byrne. "We were looking for a name that emphasises the 'Irishness' of the brand and which brings the product closer to home."
According to BWG managing director Willie O'Byrne, the label is aimed at "a gap in the market" and will be used for pre-packed beef, lamb, ham and poultry.
"While we have most bases covered in our stores, we realised there was both space and demand for local fresh meat on our shelves," he said.
The initiative is backed by a 1m investment over three years, with a third of the money spent on product development and the rest on marketing the brand through TV, radio and in-store promotions.
The roll-out of the new label is being concentrated on the Spar and Mace convenience outlets as most of the larger Eurospar stores already employ in-house butchers.
"We offered a number of brand names to our focus groups, and Glenmor was the one that scored best," explained O'Byrne. "We were looking for a name that emphasises the 'Irishness' of the brand and which brings the product closer to home."
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