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Private Label

SuperValu Officially Launches Signature Tastes Range

SuperValu has officially unveiled its new Signature Tastes private label range, which has gone on sale in all 225 SuperValu and Superquinn stores nationwide.

The retailer is expecting the range, 80% of which is sourced from Irish suppliers, to generate sales of more than €20 million this year. Approximately €3 million has been spent on sourcing, development, packaging and marketing the new range.

“The top end of the own brand market is growing because consumers want to enjoy great food at home, but at a good price," said Martin Kelleher, Managing Director, SuperValu. "We have tested every single product versus the best equivalent and we believe we have developed a range that will excite and delight consumers.

"Additionally as we promised when we announced the Superquinn name change, we have amalgamated the best-selling products from the SuperValu and SQ top tier ranges into the SuperValu Signature Tastes collection.”

Among the companies supplying the new range are Ballymaguire Foods, Sunshine Juices, Dunns Seafare, O’Brien Fine Foods, Carty Meats, Follain Preserves and Jams, Coveture Desserts, Kepak, Prestige Foods, McErlain’s Bakery, O’Hara’s Bakery, Kohinoor, Monaghan Mushrooms, Lazzaroni, Killowen, The Traditional Cheese Company, and Gem Pak Dublin.

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