Musgrave Retail Partners’ plans to double fresh food sales in the next three years are on track thanks to a variety of range extensions, packaging redesigns, new POS kits and support.

Fresh fish is playing an integral role so far in 2012 thanks to a raft of recent improvements, including the introduction of fully trimmed fillets and state-of-the-art skin packs instead of lidded trays, which have already led to a sales growth of 28%.

Larger Budgens stores are also able to offer the Catch of the Day concept which sees fresh fish transported from the sea to the store in less than 36 hours.

“Fresh fish will play a big part in the company during 2012,” Kenton Burchell, Musgrave Retail Partners GB trading director told C-Store. “The catch of the day concept adds a very unique point of difference to Budgens consumers and will receive additional coverage as the concept grows. When you look at the success of our redeveloped meat ranges, we know there is a similar potential in fish.”

Londis retailers will also have the chance to stock an even wider range of products from the new Supervalu brand as the range is extended from 500 to 700 products in the coming months. The range, which will be supported with another burst of consumer advertising this summer, was showcased at the show with free tastings for retailers.