Musgrave seeks to add Valu by dropping Superquinn brand

Superquinn has finally been gobbled up by SuperValu with last week's decision to drop the Leinster-based multiple's name.

10th August, 2013

Superquinn may have finally been gobbled up by SuperValu with last week's decision to drop the Leinster-based multiple's name. But Superquinn has been losing ground in the grocery sector for years, and Musgrave's rebranding strategy came as no surprise to many brand consultants.

"Superquinn's place in the Irish grocery market sector has been unclear for some time," said Lisa Murphy, founder and managing director of Cork-based brand consultancy Think Tank.

"The brand's excellence in the...

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