Musgrave Retail Partners Ireland is embarking on a project to rebrand private label packaging in its Centra stores, according to reports.
The retail group has appointed Your Packaging Partner, the packaging development arm of Bradford, UK-based Sun Branding Solutions for the project, which aims to create an ‘innovative own-brand range for Centra that will help shape and lead the convenience own-brand market’.
Head of Own-Brand at Musgrave, Evelyn Moynihan, said the deal represented an "exciting opportunity for the Centra brand, and we welcome Your Packaging Partner to help us meet our objectives for the Centra own brand convenience range.”
Gillian Garside-Wight, packaging development director at Your Packaging Partner, said the company is "pleased to provide support to Musgrave to help them review the packaging of their products to enable them to shape and lead the convenience own brand market. The breadth and depth of experience from Your Packaging Partner will enable us to come up with a variety of solutions for Musgrave that will drive innovation to build brand equity and grow sales and loyalty amongst its consumers.”
Part of the overhaul is also expected to focus on packaging optimisation, in order to drive supply chain efficiencies.