BudgensFreshOwnBrandImage

The new branded Budgens fresh produce range

Budgens is launching the third wave of its new Budgens own label brand this week after coming to the conclusion that its previous SuperValue brand 'never resonated with the UK consumer'.

New bagged salad lines are the latest category to have been given the Budgens own-label rebranding. These include ten new salad bags and four new salad bowls including a garden salad, Piccolini tomato salad, crunchy sharing bowl and a Caesar salad bowl.

Other developments include a new twin-pack salad bag offering two 35g servings to aid freshness and offer ease of use for single portions, a new watercress salad, and a general reduction in the size of the standard salad bags in what Budgens calls an effort to improve wastage.

Mike Baker, Budgens Director said: “Our retailers have been asking for Budgens own-label produce for some time. The SuperValu brand, though successful in Ireland, never resonated with the UK consumer so, as we progressed our new brand proposition, the timing seemed right to develop our own-label. We’re delighted with our new branding and feedback both from retailers and customers has been incredibly positive so far.”

Retailer Guy Warner, owner of five Warner’s Budgens stores, added: “We are really excited by the new range of salads coming from Budgens. The new packaging looks great, and the movement to a Budgens own-label will make our brand offering far stronger to our consumers.”

The new heritage print acts as an anchor for all Budgens produce lines, and boasts distinctive colour cues to highlight the product categories – orange for vegetables, pink for fruit, green for salad, with added secondary descriptors in faded versions of the lead colour, or in secondary colours for more complex categories such as salads.

The salad range now features the Budgens heritage print, a leaf motif printed on a charcoal background, with the Budgens logo in white, the product type in a bright green and the sub-category in a different colour as per the new branding. Crunchy salads are highlighted with orange descriptors, peppery leaves in purple, distinctive flavours like spinach and watercress in red while sweeter flavours are in blue. These new colour cues have been developed for ease of shopping.

The first wave of the new Budgens own label produce arrived in stores at the end of March 2015, and contained around 170 products across, fruit, vegetables and herbs.

Prepared vegetables then followed in May, and the fresh range is now completed by bagged salads.