Musgrave Retail Partners GB is sexing up its standard and premium own label ranges in a bid to make eating in more appealing to cash-strapped shoppers.

The company is confident that the overhaul, which involves the reformulation and repackaging of 650 products across both ranges, will also lift retailers' profits.

"We are really confident that shoppers will love the new-look ranges which will enhance the look of stores and deliver excellent margins for retailers," marketing manager Jemima Bird told Convenience Store.

The company has also decided to shelve the name 'Our Kitchen' for its premium range, choosing instead 'Budgens Best.'

"Our Kitchen is a great range, but in hindsight the name was a bit ambiguous and shoppers didn't realise it was our top-end offering. The new name is straight to the point," Bird said.

New ranges also feature impactful product photography and interesting ingredient facts. Budgens Best Puttanesca sauce, for example, explains that Puttanesca means harlot in Italian.

"Our aim was to make shoppers smile by having a bit of fun with the packaging. We wanted them to feel excited about staying in and eating at home, rather than sad about not going to restaurants," she added.

The decision to display interesting product stories also differentiated the company from its rivals who talked only about quality and provenance, Bird said. "We didn't feel the need to do that," she added.

Budgens and Londis retailers will also benefit from the addition of three new families to its revamped standard range. The new range of own label Italian, Indian and Classic products will be available to order in September.