Musgrave Retail Partners GB has relaunched its Italian and traditional ready meals for its Budgens fascia.

Six products from Budgens’ mid-tier range have been relaunched under a new ‘Italian’ sub-brand, including lasagne, spaghetti bolognese and macaroni cheese. A further eight ready meals have been relaunched under new sub-brand ‘Classics’, including dishes such as shepherd’s pie.

The revamps are part of a wide-ranging own-label overhaul by Musgrave GB. Product packaging ­includes Innocent-style ­descriptions, such as ‘The Irish way with potatoes’ for Colcannon.

“Shoppers will love the new-look ranges, which will enhance the look on shelf and deliver excellent margins for retail partners of 26%,” said Musgrave GB’s outgoing marketing director Jemima Bird.

Topics