Musgrave GB is set to ramp up its Discover the Taste range for Budgens this year, bringing the total number of lines to over 120.
The Irish wholesale giant said it was “investing heavily” in developing the range, and had already added 33 new lines this year and would add a further 60 products to the premium own brand range in 2014. New products will include yoghurts, pre-packed meats and salads, as well as deli, speciality cheese, chilled ready meals, meat, fish, bakery, cakes and fresh pasta.
It claimed that with a “significant” proportion of affluent shoppers forming its customer base, Discover the Taste was helping drive footfall for retailers and offering shoppers “affordable luxury”.
“With the plethora of choice in the convenience sector, it is essential for retailers to have the right range for their shoppers,” said Budgens retail director John Pattison. “With the margins that own brand provides it is an opportunity Budgens is investing heavily in to ensure retailers can benefit.”
Across the range, dry-aged 21-day matured British sirloin steak would be added, as well as Welsh rack of lamb hand scored by Budgens’ butchers, English piccolo tomatoes and Scottish raspberry yoghurt.
It would also launch a premium bakery range this year, made with “high-quality ingredients”. The breads, which would be part-baked in store and include Muesli Pave, Cheddar and Red Leicester Cob, Sourdough Boule, Sesame Seeded Bloomer, Pain Levain Bloomer, Kalamata Olive Bloomer, and Honey & Sunflower Bloomer varieties, would offer Budgens retailers a “point of difference,” Pattison said. Ninety retailers had already signed up to the offer, the company said.
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