Spar UK is relaunching its own label range in what it claims is the biggest brand launch in its history.
The move includes new products and ingredients, a new packaging design, a £5m advertising campaign plus retail sampling kits.
The relaunch segments the own label offer into a good, better, best proposition comprising Extra Value, Standard and Our very own.
TV campaign to support own label relaunch
Extra Value features price sensitive, everyday essentials including chicken and cola. The Standard range has been redeveloped with improved quality, said Spar. The premium own label, Our very own, highlights the products’ provenance and time spent in development.
Spar has introduced 150 new own brand lines to give a 900-strong range.
The retailer has also launched products to meet two meal occasions: summer eating and lunchtime eating.
New summer eating lines include quiches, bagged salads, sandwich fillers, BBQ meat and mini picnic snacks.
Lunchtime eating options include sandwiches, savouries, pasta sales, crisps, cakes and smoothies plus a new range of heat to eat products including microwaveable sandwiches.
Spar is supporting the launch with a £5m campaign including advertising on TV and radio, in the national press and women’s weeklies and on digital.
Retail support includes tasting kits for retailers to run their own sampling in-store to encourage trial plus a new pos package to reinforce the improved quality of the Spar own brand.