Own-brand produce gaining popularity, says SuperValu boss

Consumers will continue to become more open to buying own-brand products, but only if retailers pay close attention to quality.

Gillian Nelis

Managing Editor @gnelis
11th March, 2012
Own-brand produce gaining popularity, says SuperValu boss
Martin Kelleher, managing director of SuperValu. Photo: Andrew Downes

Consumers will continue to become more open to buying own-brand products, but only if retailers pay close attention to quality, according to Martin Kelleher, managing director of SuperValu.

Kelleher described the reaction of shoppers to SuperValu's new own-brand range, which was launched last month, as "excellent", and said that sales of the products were up by over 20 per cent in the first week of the launch.

SuperValu has invested €20 million in the range, which...

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