Products from Nisa Retail’s relaunched own-brand Heritage will begin to be available to members from June, the group has announced.
The new range will have three tiers - value, core and premium - and will be benchmarked against core multiple own-brands for quality and branded products for price. New lines will be phased in on a category-by-category basis, with pies and pasties being the first to appear from June. It is expected that the entire selection will be available within 12 months.
The Heritage range is currently worth £120m at retail sales value, and Nisa marketing director Ian Bishop is aiming to increase this to £500m as a result of the relaunch.
He told C-Store: “Own-label is a big opportunity to increase margin for our members, and it has to work very hard for us. Heritage will be a point of difference for our members so its needs to be a driver to stores.
“All the work we have done on this has been based on a huge amount of insight and research including focus groups for pack designs and to identify what our shoppers really want from an own-label. We know they love multi buys and price-marked packs though, so that will remain a major part of the offer.”
The range currently comprises 800 lines but Bishop does not expect this to grow significantly. “Consumers tell us that they don’t like clutter, and and products will have to earn the right to be on shelf. We might even need to go back (by delisting lines) to go forward,” he added.