Budgens is rolling out the third wave of its new Budgens own label this week with a range of bagged salads.
The new bagged salad lines are the latest category in the Budgens own label rebranding as it continues to move away from the SuperValu brand.
The new range includes 10 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 to improve wastage.
Mike Baker, Budgens brand 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.”
Guy Warner, owner of five Warner’s Budgens stores, said: “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 Budgens own label branding has been in development since December 2014 following a three-way pitch which saw expert design agency Taxi Studio selected for their creativity and unrivalled packaging knowledge. The Taxi Studio team were challenged with creating a new, simple and vibrant identity for Budgens fresh produce that was in-line with the new brand proposition.
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